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The female gaze: Movie posters or fashion advertising?
Tsemena Kamali blurs boundaries in Chloé’s moody Winter 2024 campaign, which launches on Tuesday (EDS: 20 August) on the French house’s digital channels.
“I wanted these images to have a cinematic intimacy,” Kamali said of the spot, which featured her debut runway collection.
Photographer David Sims focuses his lens, sometimes tenderly, on models Kaia Gerber, Lianne Van Rompaey, Yarru Aguer, Rosalieke Fuchs, and Diane Chiu in a studio shoot.
Kaia Gerber appears in Chloe’s winter campaign.
David Sims
All the key elements of Kamali’s runway debut were on display: spirited capes, lacy blouses, cool jeans, and flowing chiffon dresses with ruffles and pleats.
WWD said that with this show, the German-born designer “did a masterful job capturing the brand’s cheerful nonchalance, effortless femininity and youthful exuberance, while also channeling the playfulness that Karl Lagerfeld brought to the label during his two defining tenures.”
The campaign’s clean layout and oversized text are the work of Petronio Associates, a creative agency with a longstanding relationship with Chloe.
According to Kamali, the Chloé woman “is at the center. Her aura, direct gaze and personality draw you into a timeless Chloé moment.”
The campaign was styled by Elodie David Touble, with casting by Ashley Brokaw, hair by Gary Gill, makeup by Karin Westerlund and set design by Giovanna Marshall.
Kamali’s second runway show is scheduled for September 26th during Paris Fashion Week.
Yar Aguer stars in Chloe’s winter campaign.
David Sims