Chanel

Jun 2023

The Chanel Coco Beach Spring 2023 ad campaign captures a refined coastal narrative that masterfully balances luxury fashion house heritage with a relaxed, sun-drenched aesthetic. Shot on location in The Hamptons, the series leans into a serene lifestyle perspective, seamlessly blending high-end editorial sensibilities with the raw, atmospheric beauty of the seaside. Under the discerning creative direction of Virginie Viard, the imagery achieves a sophisticated equilibrium between minimalist swimwear and iconic brand iconography. Photographer Theo Wenner utilizes natural light to dramatic effect, moving fluidly from the soft, muted gold of sunset portraits to the crisp, clear daylight of the open pier. Featuring model Vivienne Rohner, the campaign feels both intimate and expansive, with compositions that highlight the intricate textures of quilted fabrics, branded accessories, and playful star-patterned silhouettes. The styling emphasizes a clean, aspirational allure, where wet-look hair and layered jewelry ground the high-fashion elements in an authentic, breezy environment. By prioritizing an editorial approach to commercial photography, the campaign avoids the cliches of typical seasonal marketing, instead offering a cohesive visual story that celebrates the timeless elegance of Chanel in a contemporary, coastal context. Each frame remains anchored by a steady, composed gaze, ensuring the collection feels as effortless as the shifting tides of the Atlantic backdrop.

Lifestyle, Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion