Selfies, incorrectly held camera photos and perfectly times unwitting pictures depicting the days and nights of a group of girls is what defines the Chloe spring/summer 2016 campaign, starring gorgeous Antonina Petkovic, Ari Westphal, Celine Bouly, and Ilvie Wittek. The new team has been hired as a manner by which to switch up the key players of the campaign, taking it all in a different and new direction. Clare Waight Keller opted to hire on heir to the Rolling Stone music magazine, photographer Theo Wenner.
“This campaign is very exciting for me because I really wanted to create a new energy for Chloé this season,” creative director of the French fashion house, Clare Waight Keller, said. “Theo is a photographer I have worked with several times before, and I really appreciate his youthful eye and spontaneity behind the lens,” the label’s designer added. “Likewise, I wanted to bring new faces to Chloé as they represent a more adventurous, free-spirited, impulsive side of the Chloé girl.”
Chloe went down to Argentina for the spring campaign and it certainly paid off, giving us incredible destination images that will inspire travelling in style to somewhere other than the picture perfect Italy, France or Spain. Buenos Aires certainly has much to offer, which certainly made for a colorful ad campaign that aptly showed off the brand’s diverse spirit, with cobblestone streets and mosaic tiles as the perfect backdrop for the season’s collections.
“There was a color and quality to the light on location, like there is dust in the air, and it made everything more vivid. These colors and textures seemed to perfectly embody the spirit of Chloé and this collection,” said Wenner. It certainly appeared as such as we look at the way the dreamy tassel tops, silk dresses and fringed bags fit right in with the city’s atmosphere. It was certainly a good neighbourhood to be in it appears.
It certainly makes us love the collection even more, for the design of the clothing is positively superb and each piece can be worn by the ladies out there who simply enjoy looking young and hip, no matter how old they get year after year. If it was Keller’s wish to instill more excitement into the campaign overall, this move with new models, a new photographer and a new location to shoot certainly gave us that.
The colorful outfits were dappled in sunlight during many of the shots and everything had a rather relaxed feel to it. The carefree spirit was captured even more through having unknown streets used for the campaign shots, working so well with the full-length dresses, the multi-colored shades and loose fits overall, the standout photo undoubtedly being the one where the model gazes at the floor in oversized sunglasses while wearing a short black skirt and asymmetrical top that matches over it, a tan leather bag thrown over her shoulder. Out of all the campaigns we have seen, this certainly make the top 15 for us, fashion lovers.
Photos courtesy of Chloe