Chloé rolled out its first campaign from the minds of its brand new creative team for Spring/Summer 2016. Set in the bustle of Buenos Aires, the campaign embraces the bohemian spirit of the “Paris of South America,” showcasing the collection against the backdrop of cobblestones and mosaic-tiled footpaths.
Smiling and carefree, a cast of Chloé girls from the Spring-Summer 2016 runway embody the Chloé spirit of diverse, natural beauty.
It sees models Céline Bouly and Ari Westphal make their debut as the brand new faces of the brand, alongside returning stars Antonina Petkovic and Ilvie Wittek.
Shot by US photographer Theo Wenner as his first campaign for the French label, the campaign focuses on the season’s technicolor ombré silk dresses and athletic, romantic separates featuring printed lace and colorful tassels. The time of day shifts subtly throughout the series and the sun-drenched images invoke a spontaneous and cinematic vibe.
“This campaign is very exciting for me because I really wanted to create a new energy for Chloé this season,” Clare Waight Keller, Chloé Creative Director, explains. “Theo is a photographer I have worked with several times before, and I really appreciate his youthful eye and spontaneity behind the lens. Likewise, I wanted to bring new faces to Chloé as they represent a more adventurous, free-spirited, impulsive side of the Chloé girl.”
Wenner added: “There was a color and quality to the light on location, like there is dust in the air, and it made everything more vivid. These colors and textures seemed to perfectly embody the spirit of Chloé and this collection.”
Chloé has been mixing things up with its recent campaigns – recruiting personal friend of the brand and founder of the magazine “hey woman!” Veronika Heilbrunner to model in its 2015 Snow Collection campaign last fall.
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