Review of Chloé ‘Paddington Bag’ 2025 Ad Campaign with Photographer David Sims with models Kendall Jenner, Aimee Lou Wood, Anna from Meovv, Jacqui Hooper and Prinnie Scott.
Since taking the helm, Chemena Kamali has returned Chloé to its rightful place in the luxury imagination—not through spectacle or virality, but through a quiet confidence built on softness, intimacy, and lived-in elegance. The new Paddington bag campaign, set in cinematic Paris and shot on 35mm film by Mati Diop, epitomizes this reset.
In a landscape crowded by stunts and shock value, Chloé is offering something different: an invitation to feel. Black-and-white portraits by David Sims capture gestures, glances, and unspoken intimacy, turning the Paddington into more than an accessory—it becomes a companion within women’s own narratives. With Kendall Jenner, who brings her cool and effortless energy, Aimee Lou Wood, and K-pop star Anna of Meovv, the casting spans cultural and generational touchpoints, balancing cool modern energy with emotional depth.
“With this campaign, I wanted to capture the Paddington as it lives today—spontaneous, not precious, a bag that has become part of women’s lives, carrying both intimacy and character. Captured in Paris, Chloé’s hometown, the images have a natural sensuality and ease, while paying homage to the spirit of 1970s French cinema.”
— Chemena Kamali, Creative Director of Chloé
First launched in 2005, the Paddington was once a defining It-bag. Its return in Winter 2025 could have leaned into nostalgia. Instead, Kamali positions it as living, breathing luxury—updated with softened leathers, refined construction, and subtle functionality that speaks to modern ease. Through the beautiful imagery, the bag is not framed as an artifact, but as an object that belongs to women’s real lives: spontaneous, unprecious, and sensorial.
Kamali’s campaigns are collectively building a new visual language for Chloé: emotional resonance over algorithmic noise, continuity over gimmicks. In this context, the Paddington’s reintroduction is symbolic. It bridges the maison’s heritage with Kamali’s vision of romantic minimalism, situating Chloé as a brand fluent in feeling.
This is the marketing of mood: Parisian streets as stage, intimacy as storyline, and a bag reimagined as character. Reviving this iconic piece goes to prove that in today’s luxury market, quiet glamour and emotional connection may be more powerful than spectacle.
By reintroducing the Paddington through this lens, Chloé demonstrates that true luxury today is more intimate, more enduring, yet still aspirational.
Chloé Creative Director | Chemena Kamali
Photographer | David Sims
Models | Kendall Jenner, Aimee Lou Wood, Anna from Meovv, Jacqui Hooper and Prinnie Scott.
Stylist | Elodie David Touboul