Chloé
THE ASK : Create a campaign for a Spring 2025 Ready-to-Wear collection that honors the brand’s legacy while reintroducing its vision to a new generation.
THE ANSWER : This campaign marks Chloé’s return to its roots for their Spring 2025 Ready to Wear collection, drawing from the brand’s heritage of effortless femininity, natural elegance, and empowerment. It reimagines the interplay between art and life, presenting women as dynamic works of art who break free from societal frames to embrace the boundless beauty of nature, movement, and self-expression.
The Art of Becoming
A soft rebellion. The film opens with women posed like classical paintings — paused, framed, still. As the music swells and nature breathes around them, they break from stillness. Movement flows in. Fabrics sway. Hair loosens. Eyes awaken. The woman is no longer the art, she is the artist.
The photo series captures women mid-transition half posed like paintings, half-alive in motion. Draped in flowing silhouettes from the Spring 2025 collection, they embody Chloé’s enduring muse: the woman who is endlessly becoming.
You are the art. You are the artist.
my role : Campaign Concepting · Creative Direction · Film + Photo Art Direction · Copywriting · Styling Vision · Heritage Research
Talent : Saumya, Kristyna Drastilova, Olivia Jurado
Cinematographer : Heather Bloomfield