For spring/summer 2016, Parisian apparel and accessories label Chloé is celebrating the spirit of #ChloeGirls through a technicolor lens.
Shot by Theo Wenner, the campaign follows #ChloeGirls as they “skip through the cobblestone streets of a sun-soaked city.” While the weather may be cold and drab in much of the world, Chloé’s advertising is transportive, focusing on optimism and warmer days ahead.
Chloé’s spring/summer effort allows the personality of each model to “glow,” showing her sense of style and essence. Chloé often incorporates the ideology of the #ChloeGirl in its marketing, putting the women who wear its clothes at the forefront as a brand identifier rather than the clothing itself.
The campaign embraces the “carefree and bohemian” spirit of Chloé, highlighting the movement of the spring/summer 2016 collection’s technicolor ombre dresses, printed lace and athletic yet romantic separates.
In a world of vacation snapshots and selfies shared to Instagram, Wenner’s “closely cropped” images evoke a personal and in-the-moment feeling.
For Wenner’s first shoot for Chloé, he photographed the “diverse, natural beauty” of models Céline Bouly, Ari Westphal, Antonina Petkovic and Ilvie Wittek. Bouly and Westphal are new faces for the brand.
In a statement shared on Chloé’s Web site, creative director Clare Waight Keller said, “This campaign is very exciting for me because I really wanted to create a new energy for Chloé this season. Theo is a photographer I have worked with several times before and I really appreciate his youthful eye and spontaneity behind the lens. I also wanted to bring new faces to Chloé as they represent a more adventurous, free-spirited, impulsive side of the Chloé girl.”
Source: Chloé / Luxury Daily