Chemena Kamali unveils her vision for Chloé in debut campaign

Chloé is embarking on a new chapter. Led since the beginning of 2024 by German designer Chemena Kamali and Laurent Malecaze, who has succeeded Riccardo Bellini as CEO, the Parisian label under Swiss conglomerate Richemont has revealed its renewed image through a series of portraits. The campaign features both past and present brand ambassadors, the brand’s new logo, and the newly appointed creative director’s debut creations.

The women were candidly captured by English photographer David Sims, their flowing hair and natural settings reminiscent of spontaneous moments at home, set against the backdrop of Paris, with its zinc rooftops, Haussmannian buildings, and the iconic Eiffel Tower. The attitude and imagery instantly transport us to Chloé’s youthful and fresh origins with its ethereal and lightweight garments.

“I aimed to capture the emotion and energy of Chloé, as well as those of the women who embody both its history and the spirit of the house. They are naturally strong, beautiful, and free,” commented Chemena Kamali in a press release.

Her collaboration with the luxury house began with the pre-fall 2024 collection, the first glimpses of which can be seen in the photos. The chiffon ruffled dresses, diaphanous and transparent, or in lace, appear to rekindle Chloé’s romantic imagery and mark a departure from the previous creative director, Gabriela Hearst, who prioritized sustainable and environmentally-conscious fashion.

This initial series of portraits highlights two iconic figures who have previously worked with the brand: Russian supermodel Natalia Vodianova and American Jessica Miller. Jerry Hall and Liya Kebede, also Chloé alumni, will be featured in a subsequent portrait series, to be released on social media in the upcoming months. Additionally, the label introduced its new ambassadors via this campaign, including Rwandan model Ornella Umutoni, Chinese Fei Fei Sun, and Norwegian Kristine Lindseth.

In these images, we are also introduced to Chloé’s new logo. It adopts the brand’s name in a refined, slender lettering, in black, inspired by 1970s archives when the house was under the style leadership of another German couturier, Karl Lagerfeld.

Chloé has thus provided an initial glimpse of its new aesthetic, leading up to Chemena Kamali’s first runway show which will take place during Paris Fashion Week on February 29, while her inaugural collection will be available online and in boutiques starting June 2024.