Chylak Fall 2024 Ad Campaign

Review of Chylak Fall 2024 Ad Campaign by Zofia Chylak with Creative Director Chiara Janczarek with Photographer Stanisław Boniecki with models Valentine Valero, Ania Kisiel

Chylak embodies a thoughtful conversation between craft heritage and contemporary design with its new Fall 2024 campaign by photographer Stanisław Boniecki.

Continuing creative director Zofia Chylak’s exploration of her Polish heritage, the campaign was captured in the Lemko region in the southeast – a particularly special place due to her father’s family roots. “I’ve always been fascinated with the richness and attention to detail in traditional dress, with its embroidery, its beadwork,” she reflected. “In my latest collection I decided to combine simple handbag forms with decorative finishes.”

That fascination with traditional dress plays a key role in the campaign, as does traditional architecture. Boniecki’s rich black-and-white shots follow a cross-generational community of women, who are dressed in gorgeously embroidered traditional Polish clothing. The sense of sisterhood is powerful, as is the sense of pride in these craft practices that are passed on from generation to generation.

Against this backdrop, Chylak’s bags and shoes further reveal their character as personal, contemporary continuations of a rich craft tradition. Impressively, the bags and shoes at once contrast yet fit right in with the overall styling, emphasizing both their distinctive character and their versatility – two of the most important elements when it comes to selecting accessories for an expressive personal wardrobe.

In both her approach to design and narrative-focused marketing, Zofia Chylak continues to impress with the way she so artfully incorporates a sensitive exploration of family heritage with a deft take on contemporary elegance in accessories design. This latest campaign is another gorgeous chapter in that practice of looking back to the past while thoughtfully moving forward.