Ksenia Sobchak drew attention to the similarity between her recent advertising photoshoot and the new campaign of the brand Miss Sixty featuring supermodel Bella Hadid. Social media users are actively discussing the visual parallels between the project of the Russian brand IRNBY and the foreign advertising campaign.
A month ago, Sobchak became the face of the IRNBY campaign, inspired by the aesthetics of equestrian sports. In the photoshoot, the TV presenter appeared as a modern equestrian: leather accessories, flared jeans, jackets in tobacco and sky-blue shades, as well as decorative elements reminiscent of award rosettes. One of the main visual symbols of the shoot was a carousel horse, on which the journalist posed in an ironic fashion setting.
After some time, videos began to circulate online where users compared this shoot with the new advertising campaign of Miss Sixty. In the brand's project, Bella Hadid also appears in a cowboy look — in denim shorts, boots, and fitted tops, posing on a decorative horse in a shopping mall interior. The campaign references the aesthetics of the 2000s and American pop culture.
The similarity of certain elements — from the very idea of the shoot with the horse to the cowboy mood and denim styling — has sparked discussions online. Sobchak's Telegram channel also featured collages comparing the two photoshoots.
The TV presenter reacted to the comparisons with irony. "Of course, I understood that I was a cool fashion piece, but for Bella Hadid to copy me? I didn’t even expect to reach that level," she joked.
At the same time, the visual solutions of the projects differ in mood. The IRNBY campaign with Ksenia Sobchak is built on fashion irony and sporty glamour, while Miss Sixty with Bella Hadid emphasizes nostalgia for the aesthetics of the early 2000s and bolder silhouettes.
