Chloé

Aug 2025

Chloé continues to lean into its legacy of effortless femininity with the unveiling of the Winter 2025 Campaign, a vision brought to life by Creative Director Chemena Kamali. The campaign signals a return to the house's quintessential romanticism, eschewing digital perfection in favor of a raw, human touch. Captured through the lens of photographer David Sims, the imagery thrives on an analogue / film aesthetic that feels both intimate and expansive. Model Grace Hartzel takes center stage, posing against the backdrop of a sun-drenched garden where the stark architecture of a stone balustrade meets the intricate textures of a tiered black lace dress. The visual narrative relies heavily on natural light, creating a dappled effect that dances across the subject and reinforces a sense of grounded, pastoral elegance. This editorial approach transcends traditional commercial standards, utilizing a nostalgic grain to anchor the high-fashion designs within a timeless, almost memory-like framework. By balancing the complexity of the garment’s craftsmanship with the simplicity of a lush, verdant setting, the campaign successfully elevates the Chloé brand identity. The strategic application of bold typography further defines the piece, ensuring the iconic house name remains a focal point while allowing the fluid, organic movement of the styling to command the viewer’s attention throughout the entire creative series.

Vertical, Earthy, Commercial, Nostalgic

Natural light

Luxury Fashion Houses

Advertising Campaign