Chloé has released its new campaign for the iconic Paddington bag, reintroducing one of the Maison’s most recognizable designs with a cinematic Parisian backdrop. Directed on 35mm film by Mati Diop, the campaign unfolds as an intimate journey through the French capital, capturing fleeting encounters and natural light that reflect the instinctive ease of women in motion.
BAGS
The black-and-white portraits by David Sims emphasize intensity and individuality, focusing on gestures, expressions, and the quiet connections between characters. Supermodel Kendall Jenner, actress Aimee Lou Wood, and K-pop star Anna from Meovv appear as distinct figures whose personalities shine through alongside their Paddington bags. Each image conveys freedom and authenticity, with the bag seamlessly integrated into their personal narratives.
“With this campaign, I wanted to capture the Paddington as it lives today, spontaneous, not precious, a bag that has become part of women’s lives, carrying both intimacy and character,” said Chemena Kamali, Creative Director of Chloé. “Captured in Paris, Chloé’s hometown, the images have a natural sensuality and ease, while paying homage to the spirit of 1970s French cinema.”
First introduced in 2005, the Paddington quickly became a defining symbol in Chloé’s leather goods heritage, celebrated for its relaxed attitude to luxury. Reintroduced on the Winter 2025 runway, the bag returns with subtle refinements that preserve its spirit while enhancing functionality. The signature padlock remains, though with lighter hardware, while the supple washed vegetable-tanned leather develops a natural patina over time. Updates include a new single-zip opening and adjusted shoulder drop for greater comfort and versatility.
More than an accessory, the Paddington represents a shift in how luxury is experienced, spontaneous, lived-in, and designed to accompany women in their everyday lives. The campaign reflects this ethos, showing the bag as a trusted companion that carries both intimacy and character.
The new Paddington bag will be available beginning September 2025 at Chloé boutiques worldwide and online at Chloe.com.
