Chloé has appointed Anna, singer of the South Korean group MEOVV, as its new global brand ambassador. Known for her creativity and instinctive presence, Anna reflects the brand’s vision of free-spirited femininity and effortless confidence.
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Anna makes her first appearance for Chloé in the new Paddington bag campaign, photographed by David Sims and directed by award-winning filmmaker Mati Diop in Paris. The campaign presents a modern interpretation of Chloé’s signature codes through a balance of strength and softness that mirrors Anna’s expressive personality.
“Chloé has always stood for a sense of freedom, authenticity and effortless beauty that resonates deeply with me. To join the Maison as ambassador is both an honor and a joy, and I am inspired by Chemena Kamali’s vision for Chloé,” said Anna. Her appointment aligns with creative director Chemena Kamali’s direction for the house, rooted in authenticity and a new sense of connection between craftsmanship and individuality.
Anna debuted with MEOVV in September 2024 with the single MEOW, which quickly established the group’s distinct sound and visual identity. Their follow-up single TOXIC and first EP MY EYES OPEN VVIDE built on that success, positioning MEOVV as one of the most promising K-pop acts on the global stage. The group’s achievements include wins at the 2024 MAMA Awards in Japan’s Kyocera Dome and the 2025 The Fact Music Awards in Macau.
Most recently, MEOVV released the digital single BURNING UP, continuing to build momentum with an international audience. Anna’s appointment as Chloé’s ambassador marks another milestone in her growing career, bridging her musical influence with the maison’s creative world.
With Anna’s global reach and Chloé’s distinctive legacy, the partnership creates a dialogue between music and design that feels both immediate and enduring. Her debut in the Paddington campaign marks a new chapter for Chloé, centered on confidence, creativity, and self-expression.
