HERE COMES THE SUN: Chloé‘s creative director Chemena Kamali, who captured the brand’s sunny nonchalance in her first two shows for the French house, also brought the spirit to its summer 2025 campaign.
Photographer David Sims trained his lens on model Rianne Van Rompaey as she lounges on a lawn chair, or a floral sofa, in a groovy seaside house by architect Savin Couëlle, prized for his organic forms and natural materials.
“These images capture the longing for summer and the way summer makes you feel,” according to Kamali. “This Chloé woman embodies that fantasy moment of the summer months when you reconnect with yourself. For me she has the Chloé eternal state of mind guided by instinct and optimism.”
The campaign was styled by Elodie David-Touboul, while Sims also directed video content.
It puts the spotlight on frothy lace bra tops and bloomers, the multipocket Camera bag, a one-piece swimsuit with a flamingo motif and platform sandals with wooden shoes carved with messages.
The brand’s summer 2025 collection is scheduled for delivery in Chloé boutiques and its online store on Feb. 28.
WWD said Kamali’s sophomore show was a winner, “executed in a softer, more delicate and sun-kissed register” than her debut, with the set, music and styling reinforcing “an uplifting, dreamy femininity.”
A swimsuit and platform shoes featured in Chloé’s summer 2025 campaign.
David Sims
