Grace Hartzel channels 70s Riviera glamour in Chloé’s Winter 2025 campaign, captured by David Sims. A cinematic ode to freedom, femininity, and rebellion, the collection blends bohemian ease with sensual edge in sun-drenched South of France scenes.
Chloé has revealed its Winter 2025 campaign, starring Grace Hartzel and photographed by David Sims in the South of France. More than a seasonal debut, the campaign reflects Chemena Kamali’s vision for the house: a return to Chloé’s free-spirited roots, captured through a cinematic lens that speaks to both heritage and modernity.
The French Riviera of the early 1970s sets the tone. Drawing inspiration from Villa Nellcote, the campaign taps into an era of creative freedom, effortless glamour, and quiet decadence. Villa Nellcote, once a gathering place for artists and musicians, embodies rebellion, escape, and indulgence. By invoking its legacy, Kamali places Chloé within a larger cultural story, where fashion intersects with music, art, and a spirit of freedom.
Kamali explains: “I wanted to capture the off-season spirit as well as the sense of escape and freedom of the French Riviera in the early 1970s — a time when creative freedom, decadence and mystery collided with raw hedonism. Grace brought her own sensuality, rebellious charisma and dynamic free-spirited energy into the campaign and made it entirely hers.”
Grace Hartzel embodies the duality at the heart of the campaign. With her sharp fringe, restless energy, and striking presence, she channels an untamed character; sensual yet grounded, elusive yet captivating. Through David Sims’ lens, this presence becomes cinematic: Hartzel leaning against Belle Époque balconies, frolicking in overgrown gardens, or seated in a vintage car at sunset. Mystery, intimacy, and rebellion are felt through each frame.
The decision to ground this campaign in the Riviera of the 1970s is not accidental. Chloé has long been synonymous with that era’s bohemian spirit. Under Karl Lagerfeld’s creative direction during the decade, the brand became known for fluid dresses, ruffles, and a sense of liberated femininity that resonated with women redefining their identities. By referencing Villa Nellcote and the spirit of the time, Kamali connects the collection to a moment when fashion was more than clothing, it was part of cultural change.
Shooting in the Riviera’s off-season sets the mood apart — the summer crowds are gone, leaving raw light and empty terraces. This quiet backdrop, heightened by David Sims’ lens, frames the collection in intimacy and mystery. The clothes are shown not in spectacle but in stillness, reminding us that style is most powerful when it feels lived-in rather than staged.
The collection itself reflects Chloé’s DNA while pushing it forward. Kamali leans into the house’s bohemian codes, reinterpreted through a sharper, hedonistic lens.
- Outerwear: Shearling coats are cut with volume, offering warmth and statement in equal measure. Long tailored coats with strong shoulders nod to masculine structure, balanced by fluid movement in the body. While quilted layers add texture and ease.
- Dresses: Signature Chloé dresses appear in sheer fabrics, lace-trimmed slips, and fluid midis that catch the light. Ruffled detailing on blouses and gowns adds softness, while shorter hems and plunging necklines bring an edge.
- Separates: High waisted pants in leather and velvet ground the collection, paired with billowing blouses or fitted knits. The balance between masculine tailoring and feminine ease is central to the story.
- Textures & Palette: Rich browns, warm neutrals, and dusty rose shades dominate, accented by black leather and metallic details. Fabrics shift from silk and lace to wool and fur, creating tension between lightness and weight.
- Accessories: Wide belts cinch oversized silhouettes, while knee-high boots and structured bags anchor the looks. Jewelry feels less polished, more personal.
The styling reflects a woman who dresses intuitively, layering textures and proportions with ease rather than precision. It’s about attitude more than rules.
Since stepping into her role as Creative Director, Chemena Kamali has been vocal about restoring the brands founding codes. Her emphasis on femininity, ease, and strength positions the maison within today’s conversations around authenticity and individuality. Winter 2025 demonstrates her ability to balance heritage with modernity, referencing Lagerfeld’s 1970s Chloé while sharpening it with contemporary relevance. The result is a collection that feels timeless without being nostalgic, and modern without chasing trends.
More than a showcase of clothes, the campaign underscores fashion’s ability to tell stories. Each look exists within an atmosphere; the heaviness of fur, the softness of silk in motion, the weight of leather offset by ruffles. In Kamali’s hands, Chloé connects not only to style but to music, art, and a spirit of experimentation that feels just as relevant today. This emphasis on narrative reflects a broader shift in fashion today, where imagery that feels cinematic and authentic resonates more deeply than perfection. Chloé embraces this, presenting not only clothes but a lifestyle, and a state of mind.
What makes Winter 2025 feel especially relevant is how Kamali has adapted Chloé’s bohemian legacy for a new generation. The pieces are not nostalgic reproductions; instead, they speak to women who embrace contrasts in their lives; structure and fluidity, strength and softness, tradition and independence. In this way, the collection resonates beyond the Riviera setting. It feels wearable in daily life, while still carrying an air of romance and escape.
With Grace Hartzel as its muse, David Sims’ lens, and Chemena Kamali’s vision at the helm, Chloé’s Winter 2025 campaign becomes more than a seasonal release. It’s a meditation on contrasts, a love letter to the Riviera, and a reminder of what defines the Chloé woman: free, sensual, and entirely her own.
Chloé’s Winter 2025 collection will be available beginning today, September 4th, in boutiques worldwide and on chloe.com.
