SS16 campaigns: Chloé’s new direction?

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Chloé SS16 campaign

First the disclosure – I LOVE the SS16 Chloé collection. Those colour combos, the contrast between the semi-opaque silks and the sporty separates, the slip dresses, the sandals, the dungaree maxidress, the lace and much more. So I was always going to like the ad campaign too (unless they messed it up really badly of course).

So what has the brand done with the collection for this campaign that stars models Antonina Petkovic, Celine Bouly and Ari Westphal?

For a start, creative chief Clare Waight Keller has moved on from using Inez & Vinoodh and this time it was shot by Theo Wenner. But to be honest, you couldn’t necessarily tell.

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Chloé SS16 campaign

Waight Keller and Wenner have made it quite low-key for a start – but that’s the brand’s signature. It also feels youthful as usual with the typical Chloé boho edge (albeit boho that’s about as luxe as it’s possible to get). Oh, and there’s one shot of two models in sunglasses – as usual!

OK, less of the sarcasm. There are some differences. It feels a little less languid than usual and some of the shots almost look as if they were captured while the models were off-duty (which, of course, they weren’t).

I think I like it…

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Chloé SS16 campaign

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Chloé SS16 campaign

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Chloé SS16 campaign

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