'Next Chapter' 2021 Ad Campaign Announcement

Review of Chloé ‘Next Chapter’ Ad Campaign Announcement by Creative Director Gabriela Hearst with Creative Director Peter Miles and Photographer Zoë Ghertner

Chloé refreshes and renews its visual palette in preparation for the arrival of new creative director Gabriela Hearst’s debut collection. The Parisian house enlisted photographer Zoë Ghertner and art director Peter Miles to create an ongoing visual project that beautifully reflects the new creative direction.

Hearst made her debut for Chloé in March with the presentation of her Fall/Winter 21 collection at Paris Fashion Week. Her appointment comes at an important moment of revitalization for the brand, which was seeing diminishing returns financially even before the pandemic. The Uruguayan-American designer introduces her commitment to sustainability to the house, as well as a smart business move in putting a wider focus on accessories.

Through the work of Ghertner and Miles, Chloé has found a beautiful way to visually communicate this revitalization via their digital channels. The brand’s previous Instagram presence has been scrubbed in order to clear the stage for the new series. Ghertner’s richly colored photographs focus on moments of beauty and connection in nature. She treats us to close-up shots of petals, insects, and beehives, joyfully inviting us to look closer at the quiet moments of beauty and connection that are happening all around us.

Miles’ art direction curates the images to maintain a lovely and consistent rhythm. Each photograph is further illuminated through brief captions of poetic text, and every now and then, he introduces a photograph with a handbag or an overlaid Chloé logo, quietly drawing the moodboard of imagery together into a single brand identity.

At once both relaxing and buzzing with excitement, this radical reset is an artful and ambitious way to plant the seeds of a creative rebirth. We can expect that Chloé will soon be following it up with a Fall 2021 campaign (probably timed to the collection’s arrival in stores), and they are betting that this campaign will fulfill the great expectations of this unique build-up. Based on the strength of the imagery and clarity of vision we see here, we have every confidence in them.

Chloé Creative Director | Gabriela Hearst
Creative Director | Peter Miles
Photographer | Zoë Ghertner