Chloé Brand
Chloé Unveils Winter 2025 Campaign: A Cinematic Ode To French Riviera Decadence
Luxferity, 26.08.2025
Chloé presents its Winter 2025 campaign, a sensual visual narrative captured by the legendary photographer David Sims and starring model Grace Hartzel. Shot in the South of France, the campaign draws inspiration from the legendary mystique of Villa Nellcote in the early 1970s—a time defined by creative freedom, bohemian hedonism, and cinematic allure.
Embellished Sequins Off-The-Shoulder Dress
Against the sun-washed façades and Belle Époque grandeur of a Riviera villa, Chloé’s imagery unfolds as a story of contrasts: sensuality and restraint, presence and escape, intimacy and freedom. Grace Hartzel embodies an untamed spirit, evoking the decadent ease and rebellious glamour of a bygone Riviera, where mystery and artistic liberation shaped an unforgettable cultural moment.
Sequins Halter Long Dress
“With these images, I wanted to capture the off-season spirit as well as the sense of escape and freedom of the French Riviera in the early 1970s, a time when creative freedom, decadence and mystery collided with the raw hedonism of that time. Grace brought her own sensuality, rebellious charisma and dynamic free-spirited energy into the campaign and made it entirely hers,” shares Chemena Kamali, Creative Director of Chloé.
Sequin Embroidered Strapless Gown
A Campaign Rooted in French Luxury Heritage
The Chloé Winter 2025 collection, available from September 4, 2025 in Chloé boutiques and on chloe.com, channels the Maison’s storied Parisian heritage while celebrating a contemporary vision of luxury ready-to-wear. Styled by Elodie David Touboul, the pieces capture the effortless femininity and refined sensuality that have defined Chloé since its founding.
Elie Saab Leather Bag (Black)
The campaign is not simply a visual journey—it is a cinematic immersion into the mythical French Riviera, where the off-season quietude amplifies notions of freedom, intimacy, and timeless elegance.
Elie Saab Leather Pumps (Black)
About the Creative Forces Behind the Campaign
- Creative Direction: Chemena Kamali
- Photography and Film Direction: David Sims
- Styling: Elodie David Touboul
- Model: Grace Hartzel
The Petit Wave (Black, Swarovski Crystal)
The Legacy of Chloé
Founded in 1952 by Gaby Aghion, Chloé pioneered luxury ready-to-wear fashion, liberating women from the restrictive codes of mid-century couture. Aghion’s vision of free-spirited femininity and effortless Parisian chiccontinues to define the Maison under the leadership of Chemena Kamali, who was appointed Creative Director in October 2023.
Kamali, a Central Saint Martins alumna, brings over two decades of design experience, including significant tenures at Chloé, Saint Laurent, and under the mentorship of Phoebe Philo. Her vision bridges the Maison’s heritage of bohemian elegance with a contemporary lens, reaffirming Chloé’s position as one of the world’s most influential luxury fashion houses.
Borsalino X Elie Saab Nila Hat (Black)
Chloé Winter 2025 Collection launches globally on September 4, 2025, exclusively in Chloé boutiques and on chloe.com.
