Chloé presents its Winter 2025 campaign, photographed and directed by David Sims in the South of France, with model Grace Hartzel at the center. The story opens in the hush of the off-season, where sun-washed facades and the quiet grandeur of a Belle Époque villa set a cinematic tone.
The creative direction nods to Villa Nellcote’s early-1970s mythos, creative freedom, decadent ease, mystery, contrast. Sims uses that reference as a launchpad rather than a replica, staging Hartzel in scenes that suggest arrivals and departures, rooms held in suspense, and the kind of charged stillness that invites a second look.
Hartzel anchors the images with presence and momentum. Cast as an untamed character, she moves through terraces and galleries as if mid-plot, drawing out themes of escape, intimacy, and sensuality. The Riviera’s off-season beauty frames her arc: sky a few tones paler, stone a touch warmer, everything poised between restraint and release.
Chemena Kamali, Creative Director of Chloé, sets the intent plainly: “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.”
The campaign’s tension sits in its contrasts, light and shadow, interior and exterior, proximity and distance, handled with Sims’ signature clarity. Rather than staging grand gestures, the images build atmosphere through pacing: a glance from a balcony, a doorway left ajar, the Riviera filtered through memory.
The Winter 2025 collection arrives in Chloé boutiques and on chloe.com on September 4, 2025.
