Chloé Winter 2024 Ad Campaign

Review of Chloé Winter 2024 Ad Campaign by Creative Director Chemena Kamali and Photographer David Sims with models Kaia Gerber, Rianne Van Rompaey, Yar Aguer, Rosalieke Fuchs, and Diane Chiu

Chloé unveils its Winter 2024 campaign, painting the ethereal essence at the heart of Chemena Kamali’s first runway collection for the house. The imagery was lensed by photographer David Sims.

Sims balances his own classic editorial portraiture perspective with a sensitivity to the flowing femininity of Kamali’s soft boho-revival, archive-influenced new chapter. Centered around an impressive cast of adventurous style heroines, Sims’ black-and-white portraits evoke nostalgia and feminine elegance, while the shots in color emphasize the aspect of flow and fluidity, almost recalling the elusive movements of koi fish in a dark pond.

“With these images I wanted to capture a cinematic intimacy,” shared Kamali. “The Chloé woman is at the center, her aura, her direct gaze, and personality draw you into an eternal Chloé moment.”

This mission definitely succeeded: there is a richly romantic sense of aura and intimacy here, and the portraits do have a powerful feeling of being outside of time, or evoking an eternal present.

In this connection, we’re stil waiting and wondering to see how Kamali and the new Chloé will guide this moment forward. It’s been almost a year since the new creative director’s appointment, but, especially with the somewhat confusing timing and presentation of her collections so far (her first collection was presented to just a small handful of insiders, then her first runway show happened, then the first collection was launched in a lookbook and then a teaser campaign and then a more full campaign, and now the second collection, which formed her debut runway show, is getting its campaign), we still feel like we’re in the early, laying-the-foundation stages. Especially considering that boho-chic is something we’re all very familiar with and is likely to once again be a quickly passing trend, no matter how beautifully done, we’re eager to see Kamali’s next creative step as she hopefully taps into a more directional point of view. We’re now acquainted with the Chloé woman; it’s time to learn what she wants, what she will do.

All that being said, the campaign’s simple beauty is worth suspending our concerns about the passing of time. Chloé invites us to sink into the lushness of the present moment, and it’s tough to refuse.