Chloé

Sep 2025

For the 2025 Paddington Bag campaign, Chloé creative director Chemena Kamali revisits one of the most iconic silhouettes in fashion history, distilling the brand's heritage into a refined, contemporary narrative. Through the sharp, discerning lens of photographer David Sims, the project leans into a timeless editorial aesthetic that prioritizes texture and minimalist poise. The campaign imagery, rendered in high-contrast black and white, features a star-studded cast including Kendall Jenner, Aimee Lou Wood, and Anna from Meovv. Each frame functions as a study in balance, where the deliberate use of studio strobe lighting highlights the tactile richness of the Paddington bag's signature metallic hardware against the delicate, lace-trimmed garments selected by stylist Elodie David Touboul. By stripping away complex environments in favor of a clean, neutral studio backdrop, the campaign allows the accessory to stand as both a functional object and a cultural artifact. The resulting visuals channel a sense of effortless, sophisticated luxury that feels both archival and forward-looking. Through this clean and focused execution, the brand successfully positions the Paddington as an enduring staple for the modern wardrobe, proving that the intersection of high-end accessories and classic portraiture remains a potent vehicle for storytelling in the competitive landscape of the fashion industry.

Editorial, Commercial

Studio strobe

Bags & Accessories, Fashion