For the Chloé Fall 2024 ad campaign, creative director Chemena Kamali orchestrates a masterclass in Parisian romanticism, grounding the house’s ethereal signature in the gritty, storied reality of the French capital. Captured by photographer Sam Rock, the project functions as a sophisticated editorial narrative that leans into the juxtaposition of delicate, layered chiffon against the brutalist textures of Parisian stone and ironwork. The campaign successfully captures a sense of dynamic movement, with models Jessica Miller, Liya Kebede, and Suvi Koponen navigating the city’s bridges and streets in pieces that prioritize fluid, ruffled volumes and structured leather tailoring. By utilizing consistent natural light, the imagery creates a soft, diffuse atmosphere that elevates the collection’s tactile details, from ornate gold hardware to translucent, sheer fabrics. Styled by Lotta Volkova, the aesthetic feels both nostalgic and distinctly contemporary, maintaining a high-fashion editorial polish while remaining grounded in the lifestyle sensibility that defines the modern Chloé woman. This project serves as a cohesive visual manifesto, blending the brand’s heritage with a fresh, wind-swept energy that makes the urban environment feel like an extension of the runway. Through careful casting and an emphasis on organic composition, the work avoids static formality, instead opting for a narrative that feels alive, lived-in, and profoundly elegant against the iconic, overcast backdrop of Paris.
