The Paddington bag from Chloé was initially launched in 2005, and it brought a more casual attitude to the legacy of the Maison’s leather goods. Twenty years later, the iconic, boho bag of the aughts returns. 

For Chloe’s newest campaign featuring the Paddington bag, images and film reflect the chic, relaxed essence of the ’70s. Using 35 mm film, the campaign’s film director, Mati Diop, chronicled a Paris-shot story of the bag’s journey through the city of light. Black-and-white photographs for the campaign were shot by David Sims and capture three stars: model Kendall Jenner, actress Aimee Lou Wood and Singer Anna from Meovv.

“With this campaign, I wanted to capture the Paddington as it lives today, spontaneous, not precious, a bag that has become part of women’s lives, carrying both intimacy and character,” says Creative Director Chemena Kamali. “Captured in Paris, Chloé’s hometown, the images have a natural sensuality and ease, while paying homage to the spirit of 1970s French cinema.”

Prior to the campaign, the Paddington bag was reintroduced on the winter 25 runway, where it was spotted on the arm of Alexa Chung, as well as other models. While the padlock remains functional, the hardware for this iteration is lighter. In keeping with its non-precious reputation, the bag’s crafting from vegetable-tanned leather offers an authentic patina for a more lived-in look. Comfort and a casual feel are reflected through the campaign’s portrait,s where stars are seen at ease.