Chloé

Aug 2024

For the Chloé Winter 2024 ad campaign, creative director Chemena Kamali orchestrates a visual narrative that effortlessly bridges the heritage of the house with a contemporary, high-fashion sensibility. Captured by photographer David Sims, the campaign utilizes a masterful interplay of light—balancing high-contrast chiaroscuro and stark studio strobe setups—to emphasize the tactile quality of the collection. The imagery, which spans both moody black-and-white portraits and vibrant, color-rich compositions, leans into editorial minimalism, allowing the intricate details of ruffled chiffon and delicate floral lace to take center stage. Casting director Ashley Brokaw brings together an ensemble cast, including Kaia Gerber, to embody this romantic yet grounded aesthetic. Art direction from Petronio Associates ensures that every frame feels deliberate, whether it is a close-up highlighting metallic hardware or a wider shot capturing the fluid movement of sheer fabrics against neutral backgrounds. With styling by Elodie David Touboul, the campaign avoids excessive artifice, favoring natural-looking beauty and expressive, direct gazes. The result is a series of commercial portraits that read as both intimate and cinematic, successfully anchoring the brand's identity within the luxury fashion market. By stripping away extraneous environment, the focus remains entirely on the interplay between the garment's texture and the human form, defining a sophisticated vision for the season that feels both timeless and urgent.

Editorial, Vertical, Commercial

Studio strobe

Luxury Fashion Houses, Fashion