Chloé Teases ‘New Spirit’ in Portraits of Iconic Women
WWD
5 Feb 2024
Ahead of her big runway reveal on Feb. 29 during Paris Fashion Week, Chloé’s new creative director Chemena Kamali is releasing a series of portraits of iconic women from different eras of the maison.
They include Jerry Hall, Jessica Miller, Natalia Vodianova and Liya Kebede, many of them pictured with the Eiffel Tower and Paris rooftops looming behind them.
The still campaign, lensed by photographer David Sims, plus a film by Frank Lebon, are to be released later Monday on Chloé‘s digital channels.
“I wanted to capture the emotion and energy of Chloé and the women who embody both its history and spirit,” said Kamali, revealing the images and the concept exclusively to WWD. “They are effortlessly powerful, beautiful, free.”
Hall and company are joined by a “new generation of Chloé women” including FeiFei Sun, Ornella Umutoni and Kristine Lindseth.
The portraits – featuring windblown hair, direct gazes and upturned chins – telegraph confidence, natural beauty and the dreamy femininity long associated with the Paris house, founded by Gaby Aghion in 1952.
All the models wear looks from Kamali’s pre-fall collection, which was shown to buyers last December under the utmost secrecy, and suggest a return to floaty fabrics, looser silhouettes and a powdery palette.
The images also feature Chloé’s new logo in a serif font inspired by the original from the ’70s, when designer Karl Lagerfeld propelled the house to prominence.
The tweaked logo was recently revealed on the maison’s Instagram account, which was wiped clean and is now being populated by Kamali, who wrote that no she plans to build “on the vision that Gaby Aghion and Karl Lagerfeld defined early in the maison’s history.”
Lagerfeld’s incomparable fashion career included two stints at Chloé – from 1974 to 1983, and from 1992 to 1997.
The maison’s latest Instagram post flashes images of a young Lagerfeld and his famously frothy, lighthearted creations, along with runway snippets from other chapters of the brand, which has been designed by a succession of mostly female designers.
