Chloé’s first high summer campaign, “Chloé à la Plage”, is now fully rolled out across boutiques and online, following its official launch earlier this summer.
The collection, directed by Chemena Kamali and fronted by iconic model Claudia Schiffer, marks a new seasonal focus for the French fashion house.
Shot by David Sims, the campaign channels the visual language of French New Wave cinema, particularly the work of Eric Rohmer. It draws heavily on the aesthetic and emotional tone of Rohmer’s South of France settings, aiming to evoke themes of naturalism, freedom and desire.
The high summer line features light, flowing silhouettes such as airy dresses and blouses. Details include lace and broderie anglaise, designed to reflect the spirit of a season spent by the sea. According to Chloé, the collection explores the romance, optimism and sensuality of summer, with a focus on comfort and softness.
Claudia Schiffer, a long-standing friend of the house, was chosen as the face of the campaign for her connection to the brand’s identity. Creative Director Chemena Kamali said Schiffer represents “the kind of cross-generational femininity that defines Chloé” and praised her authenticity and free-spirited nature.
“For me, summer is a feeling and a memory of escape, freedom, and lightness – and Claudia naturally brings to life this emotional connection to summer full of radiance and intimacy,” said Kamali.
With the summer season at its height, the collection is currently available in Chloé boutiques and online at chloe.com. It is also being stocked in seasonal locations across the French and Italian Riviera, including Saint-Tropez, Capri and Monte Carlo.
Chloé à la Plage represents the brand’s first dedicated high summer offering and signals a continued shift towards seasonal storytelling under Kamali’s creative leadership.
