To mark the arrival in stores of its debut collection by creative director Chemena Kamali, Chloé has revealed its fall campaign set on the streets of Paris.
Models including Jessica Miller, Liya Kebede and Suvi Koponen are shown against the backdrop of the Eiffel Tower and other locations in the ads lensed by Sam Rock. Shuqi Lan, Kristine Lindseth, Saphira Krumhaar and Ornella Umutoni round out the cast.
Wearing sheer ruffled dresses in a powdery palette of peach, nude, white and blue, the models sport loose tresses and minimal makeup, telegraphing the confidence, natural beauty and dreamy femininity long associated with the Paris house, founded by Gaby Aghion in 1952.
Kamali was the creative director of the campaign, which also includes a film directed by Frank Lebon.
“Returning to Paris for a new beginning. I wanted these images to reflect the instinctive spirit and motion of the Chloé woman. She is rooted in reality and free,” said the German designer, revealing the images exclusively to WWD.
Kamali had given a first taste of her aesthetic universe by releasing a series of portraits of iconic women from different eras of the maison in the runup to her well-received runway debut during Paris Fashion Week.
That initial campaign, photographed by David Sims, featured the likes of Jerry Hall, Jessica Miller, Natalia Vodianova and Kebede, similarly captured out and about in Paris.
Cementing the comeback of boho chic, Kamali attended the Met Gala with guests including actresses Sienna Miller, Zoe Saldana and Emma Mackey, and director, writer and actress Greta Gerwig, all dressed in her flowy designs.
A graduate of Central Saint Martins, Kamali began her career at Chloé as part of former creative director Phoebe Philo’s team. She returned to the brand in 2012 as design director under Clare Waight Keller until 2016, when she departed to become Saint Laurent’s women’s ready-to-wear design director under Anthony Vaccarello.
