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.

Editorial, Commercial, Nostalgic

Typography, Analogue / film, Natural light

Luxury Fashion Houses, Fashion