Honestly, if you looked at the headlines for Bella Hadid 2024, you’d think it was a simple comeback story. The "Queen of Cannes" returns. The supermodel is back on the runway. But that’s a pretty shallow way to look at a year that was actually kind of chaotic, deeply personal, and a total pivot from the girl we saw in that spray-on Coperni dress back in 2022.
She didn't just step away; she basically tried to outrun the version of herself the fashion industry created.
2024 was the year Bella Hadid stopped being just a face and started trying to be a person again. From a brutal battle with chronic illness to a high-stakes business launch and a massive corporate controversy with Adidas that almost derailed everything, the reality is much messier than a polished Instagram feed suggests.
The Long Road Back: Health, Horses, and Texas
For most of 2023, Bella was a ghost. We knew she was dealing with Lyme disease—something she’s fought since she was 16—but the updates in early 2024 revealed how dark things actually got. She spent over 100 days in intensive treatment. We're talking medical records on Instagram, photos of IV drips, and her mom, Yolanda Hadid, talking about her daughter "struggling in silence."
Then, she moved to Texas.
That was the first big shock. One of the most photographed women in the world just... left. She started dating Adan Banuelos, a professional horseman, and suddenly the high-fashion "it-girl" was wearing vintage shirts from Depop and competing in cutting horse competitions. It wasn't a "vibe" or a photoshoot. She was living in a trailer at one point. It felt like she was trying to find the version of herself that existed before the world told her she was the most beautiful woman on earth.
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The Business Pivot: More than just a "Celeb Brand"
In May 2024, she finally dropped Orebella. Now, we’ve all seen celebrity fragrance launches that feel like a quick cash grab. This felt different. Bella pitched it as a "skin-nourishing" fragrance line—alcohol-free, bi-phase (you have to shake it to activate the essential oils), and heavily inspired by her Palestinian heritage.
She used olive oil in the formula. She talked about how Arab families put olive oil on everything.
It was her first real move into the "business mogul" category. No longer just the talent, she was the founder. The brand launched exclusively at Ulta Beauty, and it actually did well because it leaned into the "clean girl" aesthetic while offering something technically different from the usual alcohol-heavy perfumes that give everyone a headache.
The Adidas SL 72 Controversy: When "Neutral" Isn't Enough
If you want to understand the complexity of being Bella Hadid 2024, you have to look at the Adidas disaster. This was a nightmare for everyone involved. In July, Adidas released a campaign for their SL 72 sneaker—a revival of a shoe from the 1972 Munich Olympics.
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They chose Bella, who is half-Palestinian and very vocal about her heritage, as the face.
The backlash was instant. People pointed out that the 1972 Games were the site of the Munich massacre, where 11 Israeli athletes were killed by a Palestinian militant group. Adidas pulled the ad. They apologized. They even apologized to Bella specifically for the "negative impact."
Bella’s response was probably the most human moment of her year. She didn't hide behind a PR statement. She posted a long, emotional story saying she was "shocked" and "disappointed" by the lack of sensitivity. She made it clear: "Palestine is not synonymous with terrorism." It was a moment where the business of being a supermodel crashed head-first into the reality of global politics. She reportedly even hired lawyers to hold the brand accountable for the lack of historical due diligence.
The "Queen of Cannes" and the Runway Return
Despite the drama, the fashion world was desperate for her.
Her appearance at the 2024 Cannes Film Festival in May was basically a masterclass in how to break the internet. She skipped the Met Gala (which she hasn't attended since 2022), but when she showed up in the South of France, she didn't play it safe.
- The Sheer Brown Saint Laurent: This was the "naked dress" that wasn't actually naked. It was hosiery fabric. It was daring. It generated over $7 million in media value in a few days.
- The Keffiyeh Dress: She wore an archival 2001 dress made of Keffiyeh-style fabric while eating an ice cream cone on the Croisette. It was a subtle, un-spoken nod to her roots during a very tense political time.
- The Versace Vault: She pulled a 2001 Atelier Versace gown for the L'Amour Ouf premiere.
But the real "she's back" moment happened in September at Paris Fashion Week. She walked for Saint Laurent. She didn't wear a dress. She wore a slouchy, oversized power suit and chunky glasses, looking exactly like the house’s founder, Yves Saint Laurent. It was her first runway in two years. She didn't open. She didn't close. She just walked. And sometimes, that's the loudest statement you can make.
What's Actually Changed?
What most people miss about Bella Hadid's 2024 is the shift in her "stamina." In late 2025, she was still talking about how hard it is to get her body back to runway shape. She’s been honest about the "brain fog" and the physical toll of Lyme.
She isn't the 19-year-old girl who would do 50 shows a season anymore.
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She’s being selective. She’s prioritizing the rodeo and her fragrance brand over the 24/7 grind of the fashion cycle. It’s a move that a lot of her peers—like Kendall Jenner or her sister Gigi—have also made, but Bella’s felt more like a survival tactic than a career strategy.
How to Apply the "Bella 2024" Mindset
If you’re looking at her year as a blueprint for your own life or career, here’s the takeaway:
- Prioritize the "Invisible" Work: Bella’s year started with 100 days of medical treatment that nobody saw. Success in 2024 for her was just being able to walk a treadmill again. Don't ignore your health for a deadline.
- Heritage as a Business Edge: Orebella worked because it felt authentic to her Arab roots. If you’re launching something, lean into what makes your background unique rather than trying to fit a corporate mold.
- Own Your Narrative: When the Adidas situation blew up, she spoke her truth. Being a professional doesn't mean being a robot.
- The Power of the Pivot: Moving to Texas and becoming a cowgirl seemed "off-brand," but it actually made her more relatable and gave her the mental space to return to fashion on her own terms.
If you want to keep up with what she's doing next, keep an eye on the Orebella expansion. She's already hinting at a move into body care and potentially more retail partnerships outside of Ulta. The era of Bella Hadid as just a "model" is officially over; we're in the founder era now.