It all started with Kate Moss…

Bella Hadid is the newest addition to Mario’s Testino’s “Towel Series,” an ongoing portrait project that’s captured every famous face from Naomi Campbell to Britney Spears and even Derek Zoolander. Testino has shared his portraits on Instagram with his 2.5 million followers under the hashtag #towelseries.

On Wednesday, Mario debuted his brand new content platform Mira Mira, which showcases diaries of his travels, never-before-seen photographs and behind-the-scenes takes of “Towel Series,” like the video of Hadid above, dubbed “Under the Towel.”

Before, I used to publish books because I had access to all these parties, people and houses, and I would photograph everything. The whole point was to share it with people,” said Testino in an interview with Business of Fashion. “Today, I feel that the books are limited because you can only reach a certain amount of people. Whereas online, you can reach 2 million people in one go. There’s something about sharing that I find very interesting, and very of today. So it makes sense to put it online.”