HERE COMES THE SUN: Chemena Kamali, who has revived Chloé’s sunny brand personality since arriving as creative director in 2023, is introducing her first high summer capsule collection, dubbed Chloé à la Plage.
It drops Wednesday in Chloé boutiques, on Chloé.com and in dedicated summer boutiques in popular resort destinations: Saint-Tropez, Capri and Monte Carlo.
Naturally, there’s a sun-drenched campaign, starring none other than Claudia Schiffer, who continues to collaborate with select fashion brands alongside film and home interiors projects.
David Sims lensed the images of the German supermodel hanging out on a hammock, or clutching a ripe pineapple while stretched out on a sofa in a frill-edged swimsuit.
According to Kamali, Schiffer “has always embodied the kind of cross-generational femininity that defines Chloé.”
“When I met Claudia for the first time, I was struck by her natural beauty and authenticity. Her thoughtfulness, confidence and free spirit are truly inspirational. For me, summer is a feeling and a memory of escape, freedom and lightness — and Claudia naturally brings to life this emotional
connection to summer full of radiance and intimacy,” she added.
The name of the capsule is an homage to French New Wave director Éric Rohmer, whose films include “A Summer’s Tale” from 1996 and 1983’s “Pauline at the Beach.”
Kamali described the collection, which includes airy dresses and blouses, as an homage to Rohmer’s aesthetic and his explorations of sensory pleasures, capturing the essence and beauty of summer.
In the campaign, Schiffer looks right at home in the brand’s high-waisted jeans, ruffled broderie anglaise tops, and tanks and shorts with guipure lace embroideries.
Beachwear collections and summer resort boutiques have been a recent focus for many European fashion houses as they capitalize on booming tourism in the post-pandemic period.
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