Chloé, the renowned Parisian luxury label owned by Swiss conglomerate Richemont, is embarking on an exciting new chapter with the launch of its debut campaign under the creative direction of Chemena Kamali. Kamali, who assumed the position at the start of 2024 alongside CEO Laurent Malecaze, is showcasing her unique vision for the brand through a captivating series of portraits.
Renowned English photographer David Sims was enlisted to capture the campaign, which features a blend of past and present brand ambassadors. The portraits serve as a platform to introduce the brand’s new logo and display Kamali’s inaugural creations. The stunning images showcase the women in natural settings around Paris, with iconic landmarks providing a picturesque backdrop. The photographs exude a youthful and fresh energy that reflects Chloé’s signature ethereal and delicate garments.
Kamali aimed to capture the emotion and vitality of Chloé, as well as the essence of the women who have been instrumental in defining its history and spirit. She describes these women as naturally strong, beautiful, and free, and this sentiment is beautifully portrayed through the campaign’s images, which radiate spontaneity and ease.
The campaign also offers a first glimpse into Kamali’s pre-fall 2024 collection for Chloé. The collection features chiffon dresses adorned with ruffled details, diaphanous and transparent fabrics, and delicate lace accents. These designs mark a departure from the environmentally-conscious approach of the previous creative director, Gabriela Hearst.
The campaign showcases two iconic figures who have previously collaborated with the brand: Russian supermodel Natalia Vodianova and American Jessica Miller. They are joined by Chloé alumni Jerry Hall and Liya Kebede, who will be featured in a subsequent portrait series to be released on social media in the coming months. The campaign also introduces Chloé’s new ambassadors, including Rwandan model Ornella Umutoni, Chinese model Fei Fei Sun, and Norwegian model Kristine Lindseth.
In addition to featuring fresh faces, the campaign unveils Chloé’s new logo. The refined and elegant lettering, in black, pays homage to the brand’s 1970s archives when Karl Lagerfeld was at the helm as the style leader.
Through this campaign, Chloé offers a glimpse into the new aesthetic that will flourish under Kamali’s direction. Fashion enthusiasts can eagerly anticipate her debut runway show for the brand during Paris Fashion Week on February 29, with her inaugural collection becoming available online and in boutiques in June 2024. Kamali’s leadership promises an exciting time for Chloé as the brand enters this new chapter and continues to evolve its distinctive style.
Useful links:
1. Chloé Official Website
2. Paris Fashion Week Official Website
