Chloé 'Chloé Portraits' 2024 Ad Campaign

Review of Chloé ‘Chloé Portraits’ 2024 Ad Campaign by Creative Director Lina Kutsovskaya of Be Good Studio and Photographer David Sims with models Jerry Hall, Liya Kebede, Kirstine Lindseth, Jessica Miller, FeiFei Sun, Ornella Umutoni, and Natalia Vodianova

Chloé ushers in an era of both nostalgia and newness with the debut campaign from new creative director Chemena Kamali. The campaign features creative direction from Lina Kutsosvskaya with photography by David Sims.

Bridging the Parisian house’s illustrious history with an exciting look to its future, the portrait series brings together era-defining models from Chloé’s past with a new vanguard of contemporary muses. Jerry Hall, Liya Kebede, Jessica Miller, and Natalia Vodianova, who defined the brand’s image from the 80s through the mid-2000s, are joined by a new generation of Chloé women, including FeiFei Sun, Ornella Umutoni, and Kristine Lindseth.

I wanted to capture the emotion and energy of Chloé and the women who embody both its history and spirit. They are effortlessly powerful, beautiful, free.
– Chemena Kamali, Chloé Creative Director

Sims’ portraits proudly point to the house’s roots in Paris. The multi-generational muses are captured on rooftops or in elegant apartments that offer clear views of the Eiffel Tower or iconic examples of Hausmannian architecture, balancing calm yet powerful gazes with a touch of the ethereal.

That ethereal beauty extends cohesively across the styling. All the looks are drawn from Kamali’s Pre-Fall 2024 collection, which was shown exclusively to buyers and has otherwise yet to be seen until now. The silk tulle and lace dresses signal a return to the dreamy femininity of the house’s founder, Gaby Aghion, as well as her most famous protégé, Karl Lagerfeld, though seen through the new creative director’s own distinct perspective.

Also forming a historical nod is the slightly tweaked logo, which feels a bit more light and refined than the grounded boldness of its previous incarnation.

The campaign strikes a delicate balance between archival celebrations and contemporary progression, with powerful results. The first campaign offers a clear reassertion of a core brand spirit and a strong foundation on which Kamali will no doubt imaginatively build. We’re looking forward to the new era of Chloé.