Chloé Fall 2024 Ad Campaign

Review of Chloé Fall 2024 Ad Campaign by Creative Director Chemena Kamali with Photographer Sam Rock and models Jessica Miller, Liya Kebede, Suvi Koponen, Shuqi Lan, Kristine Lindseth, Saphira Krumhaar, and Ornella Umutoni

Chloé’s next chapter begins where it all began, with a beautiful return to Paris. Celebrating creative director Chemena Kamali’s debut collection for the house, the Fall 2024 campaign was captured by photographer Sam Rock.

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.”
– Chemena Kamali, Chloé Creative Director

Rock’s imagery picks up on this balance of groundedness and free-flowing fluidity, framing the voluminous and airy dresses of Kamali’s archive-influenced debut collection against the solidity of Paris’ iconic architecture.

It’s impressive that, with just a few moments of campaign communication so far, we already have a strong idea of Chloé’s new direction under Kamali’s guidance – especially when considering that this vision arises out of just a few simple elements through putting her designs in conversation with the brand’s home of Paris. While for now, it doesn’t feel forward-thinking – that spirit of classic Parisian femininity is beautiful, but we don’t yet have an idea of how Kamali will build on this first chapter and guide the house forward – it’s a very strong opening chapter, and we’re happy to revel in the simple beauty of classic style in the city of lights.