Chloé Winter 2026 Ad Campaign

Into the Wild

Review of Chloé Winter 2026 Ad Campaign by Chloé’s Creative Director Chemena Kamali with Photographers Inez Van Lamsweerde & Vinoodh Matadin with models Raquel Zimmerman, Jacqui Louise, Thalita Ferreira, & Sarah Isaksen

Some campaigns ask for your attention. Chloé’s Winter 2026 campaign simply steals it. Under the creative direction of Chemena Kamali, and photographed by Inez Van Lamsweerde and Vinoodh Matadin, the House presents a collection that blooms across untamed coastal meadows with the confidence of nature itself. Billowing dresses, windswept hair, and an explosion of saturated colour make every frame impossible to scroll past—a reminder that sometimes the oldest trick in fashion is still the most effective: stop us in our tracks, then invite us to linger.

Kamali’s intention is refreshingly direct.

For this campaign, I wanted to express devotion through women, the vastness of open landscapes, and craftsmanship. Nature brings us back to instinct, freedom and connection. In that openness, femininity unfolds with untamed strength and togetherness.
– Chemena Kamali

It is a philosophy that unfolds naturally rather than feeling imposed. The women do not appear to conquer the landscape; they belong to it, moving through wildflowers and coastal cliffs with an ease that feels instinctive rather than performative.

Visually, the campaign understands that colour can be as persuasive as storytelling. A blazing poppy-red dress commands the hillside like a living wildflower, while an ethereal powder-blue gown unfurls in the wind with the theatrical grace of an ocean wave caught mid-break. Elsewhere, emerald greens, tartans, crisp whites and earthy browns weave together like the changing seasons of a countryside walk. These are clothes designed to move, and Inez and Vinoodh know precisely when to let nature become the choreographer. Every gust of wind becomes an unseen stylist, every ripple of fabric another reminder that luxury need not remain perfectly still.

The photographers employ an occasional fisheye perspective that subtly bends the horizon and expands the landscape, creating the sensation that the viewer has wandered directly into the meadow. Rather than observing from a comfortable distance, we become participants inside Chloé’s world. That immersive quality lends the campaign a cinematic immediacy while also recalling something much older. There is a whisper of the Pre-Raphaelites throughout these images—not through imitation, but through a shared reverence for women entwined with nature, flowing hair, saturated colour, and a romantic belief that landscape possesses its own emotional language. Had John Everett Millais traded oil paints for a wide-angle lens, he might have arrived somewhere not entirely unlike this.

The collection itself continues Kamali’s confident restoration of Chloé’s romantic vocabulary. Prairie dresses cascade with effortless volume, embroidered blouses soften structured tailoring, sweeping capes embrace practical leather accessories, and towering boots ground the dreaminess with welcome pragmatism. It never feels like costume. Instead, it feels lived in—as though these women dressed for the weather, only to discover they had accidentally become poetry.

If there is a gentle critique, it is only that the campaign remains comfortably within the visual language Kamali has so successfully reclaimed for Chloé. The windswept bohemian heroine has become an instantly recognisable signature, and while consistency is a virtue in luxury branding, one cannot help but wonder what unexpected terrain this heroine may choose to explore next. Then again, when your meadow looks this spectacular, perhaps there’s little incentive to leave.

In an era where many campaigns compete by shouting louder, Chloé succeeds by making us look longer. It seduces with movement, seduces with colour, and seduces with an irresistible sense of freedom. Like the wildflowers scattered across its hillsides, this campaign doesn’t merely catch the eye—it quietly takes root.