Featuring scenes from the South of France, Chloé has rolled out its Winter 2025 campaign with model Grace Hartzel as its focal point. Shot by David Sims, the campaign exudes cinematic warmth. Hartzel lounges on a balcony and traipses through a sculpture garden, embodying the mystique of Villa Nelcotte in the early 1970s. 

Captured in the French Riviera’s off-season, the campaign takes on nostalgic ease while maintaining a touch of hedonism. The inherent tension of the time fascinated Chloé Creative Director Chemena Kamali. “With these images, 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 the raw hedonism of that time. Grace brought her own sensuality, rebellious charisma and dynamic free spirited energy into the campaign and made it entirely hers,” Kamali said. 

Sims explores this tension in shots that dance between rebellion and restraint, casting Hartzel as a mysterious protagonist. Sunlight illuminates half of the model’s face in one shot, while she is shown in near silhouette in another. These subtle dichotomies continue through the campaign; pale, translucent fabrics with lace embroidery meet bold, accented jackets in an expansion on Chloé’s signature free-spirited femininity. 

Drawing from sun-drenched memories of the 1970s, Sims and Hartzel create tension through subtle looks and framing. The Riviera is both the campaign’s muse and its idyllic backdrop. 

The Winter 2025 Collection will be available in Chloé boutiques and on chloe.com on September 4, 2025.