Chloé SS2017 advertising campaign celebrates the innate elegance of French style. A sense of carefree abandon is diffused throughout as the Chloé girls celebrate summertime friendship at the water’s edge. Lightness abounds, as the collection’s graphic silhouette and romantic details evoke femininity and freshness through bright prints, planed volumes, and textiles light as air.
Captured in the warm glow of the afternoon sun, urban architectural elements meet portside tranquillity, forming a neutral backdrop for the season’s innocent flower prints and block-coloured separates. The feeling of a curious, personal narrative is constructed throughout the SS2017 campaign - the first shot by British photographer Charlotte Wales for the Maison. Her images feel both pensive and spontaneous at once, as Wales artfully plays with the flare of natural light for an organic, sun-drenched ambience. Each frame offers a dynamic and intimate perspective of a day in the life of a Chloé girl, harnessing the allure of sisterhood and the spirited attitude of their universe.
Relaxed and graceful, a duo of Chloé girls from the AW2016 runway embody the Chloé spirit of elegant, natural beauty. The brand new cast features Luna Bijl and Ukrikke Hoyer, who both contribute their unique and joyful confidence to the season’s Chloé attitude. “For me this collection is about going back to the roots and simplicity of French style, for effortless clothes in beautiful proportions. Square volumes and crisp fabrics keep the message strong and graphic, with a hint of floral innocence.” – Chloé Creative Director Clare Waight Keller.