Chloé Unveils Winter 2025 Campaign Shot In The South Of France

Chloé has revealed its Winter 2025 campaign, photographed by David Sims in the South of France and featuring model Grace Hartzel.

The campaign draws inspiration from Villa Nellcote in the early 1970s, evoking a period noted for creative freedom, decadence and a sense of mystery.

Set against the Belle Epoque architecture and sunlit facades of the French Riviera, the imagery reflects a cinematic tension between sensuality and restraint. Grace Hartzel appears as an untamed spirit, embodying themes of escape and intimacy that reference the hedonist lifestyle of the era.

Chemena Kamali, Creative Director of Chloé, explained the concept behind the campaign: “With these images, I wanted to capture the off-season spirit as well as the sense of escape and freedom of the French Riviera in the early 1970s, a time when creative freedom, decadence and mystery collided with the raw hedonism of that time. Grace brought her own sensuality, rebellious charisma and dynamic free spirited energy into the campaign and made it entirely hers.”