When you see the Chloé Winter 2025 campaign, you might think of a warm summer breeze carrying the soft scent of salt water and warm grass — ironic, I know. You might hear the rustling of trees in this breeze, and you might fall in love with Grace Hartzel’s big grey-blue eyes.
Shot by David Sims, the campaign creates a tension between sensuality and rawness, between the urge to escape into nature and the dreamy luxury of the French Riviera in the 70s: while the American model wears a free-spirited boho look in one picture, the images shift to the wide, strong shoulders of an elegant white shirt, to a seductive yet modern set of black lace, and to a very Chloé blouse in pale pink. A large striped coat brushing the ground of a peaceful garden finally brings this story, told by the brand’s creative director, Chemena Kamali, to a magical close.
In the background, you can see the picturesque scenery of a Belle Époque villa with statues and ivory-coloured columns. This, paired with Hartzel’s androgynous, rebellious allure, captures the legendary atmosphere of Nellcôte: the very place where none other than the Rolling Stones resided, and in whose basement, they recorded their album Exile on Main St. in 1971.
The Winter 2025 campaign therefore evokes a multitude of emotions and ideas: it’s about mystery, about creative freedom in a place that invites escape. About retro decadence, in which Hartzel gazes into the camera like an untamed spirit. About longing for adventure and peace at the same time, beyond season and norms.
