British supermodel Naomi Campbell appeared in a high-profile advertising initiative for the German automaker BMW, a move highlighted by media coverage in major outlets. The campaign centers on the launch of the BMW XM, a plug-in hybrid SUV that blends luxury with performance, and unfolds under the banner of a bold narrative about identity and courage.
Dubbed Danger to Be Yourself, the campaign showcases Campbell in a scene that emphasizes strength, style, and resilience. In the footage, the 52-year-old model stands beside a premium vehicle, dressed in a simple white T-shirt, a pair of denim jeans, and rugged boots. She is adorned with a substantial collection of jewelry—chains, bracelets, and rings—that adds a striking, almost sculptural dimension to the overall look without overpowering the vehicle itself.
The collaboration with BMW drew attention for its emphasis on personal empowerment and forward momentum. Campbell spoke about the message of the campaign, noting that the slogan resonated with her approach to progress and positive change. She described an immediate affinity for the phrase Courage Yourself, explaining that it captures the mindset required to push boundaries and embrace transformation in a confident, self-assured way.
From BMW’s perspective, the association with Naomi Campbell underscores the brand’s aim to project an image of modern strength and luxury. Jens Timer, who serves as Senior Vice President of Customer Service at BMW, expressed pride in the partnership. Timer described Campbell as a forceful presence in the fashion world and highlighted her unique combination of star power and compelling personality, which aligns with the bold spirit of the BMW XM campaign.
The collaboration is part of a broader strategy to position the BMW XM as a symbol of elite performance and refined taste in the luxury SUV segment. The narrative surrounding the campaign emphasizes not only the vehicle’s feature set but also a broader ethos of courage, self-confidence, and forward-thinking. Campbell’s involvement reinforces the message that progress often requires a fearless stance, paired with a sense of style and poise that resonates with a global audience.
Earlier media reports noted Campbell’s involvement in another high-profile advertising effort for a renowned fashion house, illustrating her ongoing influence across luxury fashion and automotive branding. This recurring pattern highlights the model’s enduring relevance and her appeal in campaigns that seek to fuse fashion-forward aesthetics with disruptive brand storytelling. The ongoing collaboration between Campbell and brands that aspire to redefine modern luxury reflects a shared commitment to authenticity, boldness, and cultural relevance in the contemporary marketplace.
In summary, Naomi Campbell’s role in the BMW XM campaign embodies a fusion of luxury automotive excellence and a confident, uncompromising attitude. The promotional materials emphasize a readiness to embrace change and a determination to lead with style. By pairing a globally recognized fashion icon with a flagship electric-hybrid SUV, the campaign aims to capture the attention of discerning buyers in Canada and the United States who value performance, prestige, and a clear personal voice in brand narratives.