Chloé unveils its Summer 2025 campaign, embracing the warmth and freedom of the season through the lens of David Sims. Set against the backdrop of a Mediterranean Savin Couëlle house, the campaign channels the sun-drenched serenity of summer, reflecting a mood of lightness and effortless sensuality.
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Creative Director Chemena Kamali describes the campaign as a reflection of the Chloé woman’s connection to the season, a time of reconnection, optimism, and instinct. She embodies the spirit of the brand, moving through the space with a languid ease that mirrors the collection’s soft, flowing silhouettes. This narrative unfolds through intimate, natural light photography, reinforcing the organic, sunlit mood of the collection.
The campaign highlights signature flou, a defining characteristic of Chloé, alongside elegant swimwear and statement accessories. Delicate fabrics, billowing silhouettes, and effortless layering create a sense of movement, capturing the essence of the Mediterranean summer fantasy. The use of earthy neutrals, soft pastels, and sun-bleached tones complements the architectural setting, enhancing the collection’s air of refined simplicity.
Sims’ photography blends fashion with an atmospheric sense of place, allowing the designs to breathe within their surroundings. The campaign imagery leans into an understated sensuality, where the softness of Chloé’s pieces harmonizes with sunlit textures, creating a balance between structure and fluidity. The setting, a sculptural retreat designed by Savin Couëlle, provides the ideal frame for this interplay of light and shadow.
As part of its seasonal offering, Chloé’s Summer 2025 collection introduces a fresh perspective on summer dressing, where swimwear is elevated to sit alongside lightweight tailoring and artisanal accessories. The interplay of sheer layers and crisp textures reaffirms the brand’s dedication to contemporary femininity, where ease and elegance go hand in hand.
The Summer 2025 collection will be available in Chloé boutiques and online starting February 28, 2025. This campaign marks another step in Chemena Kamali’s vision for Chloé, reinforcing its timeless yet evolving identity while staying true to its effortless, sun-kissed aesthetic.
