chloé | the winter 2025 campaign

The South of France in winter isn’t dull, at least not when Chloé is there. For Winter 2025, Creative Director Chemena Kamali taps into the legendary allure of the French Riviera in the early ’70s, unveiling a campaign shot by David Sims and starring model Grace Hartzel.

Set against the faded grandeur of a Belle Époque villa, the campaign takes inspiration from Villa Nellcôte, once a playground for artists, dreamers and rock stars. There’s a cinematic tension at play between sensuality and restraint, and Hartzel channels it effortlessly, embodying an untamed spirit that feels free, mysterious and just a little rebellious.

“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,” Kamali shares. “It was a time when creative freedom, decadence and mystery collided with the raw hedonism of that era. Grace brought her own sensuality, rebellious charisma and dynamic free-spirited energy into the campaign and made it entirely hers.”

Imagining Hartzel sliding through sun-dappled terraces, the clothes feel effortless but grounded: ruffled blouses whisper sophistication, while skirts cascade in long, narrow chiffon folds. Voluminous padded coats, trimmed in fur, add a touch of sculptural romance. The palette hints at champagne, cream, and dusky rose, with textures that embrace softness, movement, and the delicate balance between bodice and breeze.

The collection itself continues Kamali’s vision of free-spirited femininity, a hallmark of the house since its founding in 1952 by Gaby Aghion, who pioneered luxury ready-to-wear as an act of liberation. Today, that spirit of ease and effortlessness still defines Chloé, now under Kamali’s direction since October 2023, following her years shaping the house under Phoebe Philo and Clare Waight Keller, as well as her tenure at Saint Laurent with Anthony Vaccarello.

The Winter 2025 collection lands in Chloé boutiques and online from 4 September.

photography. courtesy of David Sims
words. Gennaro Costanzo