HERE COMES THE SUN: Chemena Kamali, who has revived Chloé’s sunny model persona since arriving as inventive director in 2023, is introducing her first excessive summer time capsule assortment, dubbed Chloé à la Plage.
It drops Wednesday in Chloé boutiques, on Chloé.com and in devoted summer time boutiques in in style resort locations: Saint-Tropez, Capri and Monte Carlo.
Naturally, there’s a sun-drenched marketing campaign, starring none aside from Claudia Schiffer, who continues to collaborate with choose trend manufacturers alongside movie and residential interiors initiatives.
David Sims lensed the pictures of the German supermodel hanging out on a hammock, or clutching a ripe pineapple whereas stretched out on a settee in a frill-edged swimsuit.
Based on Kamali, Schiffer “has at all times embodied the sort of cross-generational femininity that defines Chloé.”
“Once I met Claudia for the primary time, I used to be struck by her pure magnificence and authenticity. Her thoughtfulness, confidence and free spirit are actually inspirational. For me, summer time is a sense and a reminiscence of escape, freedom and lightness — and Claudia naturally brings to life this emotional
connection to summer time filled with radiance and intimacy,” she added.
The title of the capsule is an homage to French New Wave director Éric Rohmer, whose movies embrace “A Summer time’s Story” from 1996 and 1983’s “Pauline on the Seashore.”
Kamali described the gathering, which incorporates ethereal clothes and blouses, as an homage to Rohmer’s aesthetic and his explorations of sensory pleasures, capturing the essence and great thing about summer time.
Within the marketing campaign, Schiffer seems proper at dwelling within the model’s high-waisted denims, ruffled broderie anglaise tops, and tanks and shorts with guipure lace embroideries.
Beachwear collections and summer time resort boutiques have been a latest focus for a lot of European trend homes as they capitalize on booming tourism within the post-pandemic interval.
