CHLOÉ UNVEILS THE WINTER 2024 CAMPAIGN PARIS, 2024
In the fast-paced world of luxury fashion, Chloé has long been a name synonymous with effortless elegance and free-spirited femininity. As the fashion industry evolves, the AW 24 campaign marks a pivotal moment in Chloé’s history—one that not only celebrates the brand’s storied legacy but also keenly focuses on attracting the next generation of consumers: Gen Z. This demographic, with its significant buying power and distinct preferences, is reshaping the landscape of luxury fashion.
The Gen Z Buying Power and Preferences
Gen Z, the first truly digital-native generation, wields considerable influence in the fashion industry. With an estimated spending power of over $143 billion in the U.S. alone, this group prioritizes authenticity, inclusivity, and sustainability in the brands they support. Unlike previous generations, Gen Z is drawn to brands that reflect their values, with a keen eye for social and environmental responsibility.
“As we navigate the evolving landscape of fashion, it’s clear that Gen Z is not just a demographic but a driving force behind new creative paths. Their demand for authenticity, inclusivity, and sustainability challenges us to innovate and connect on deeper levels. At Chloé, we are embracing this shift by crafting campaigns and collections that resonate with their values, ensuring that our legacy continues to inspire and engage the next generation of consumers.“
— Joseph DeAcetis
In terms of fashion, Gen Z prefers minimalist yet expressive styles. They admire models who exude authenticity and relatability, rather than unattainable perfection. The Chloé AW 24 campaign taps into these preferences, presenting models like Kaia Gerber and Rianne Van Rompaey—figures who embody both the elegance and approachability that resonate with this audience.
Top Five Fashion Interests of Gen Z
For brands aiming to capture the attention of Gen Z, it’s crucial to understand what drives their engagement:
- Sustainability: Gen Z values brands that commit to eco-friendly practices, from sustainable sourcing to ethical labor conditions.
- Inclusivity: This generation seeks diversity in all forms—race, body type, gender identity—in the models and campaigns they support.
- Digital Experience: A seamless and interactive online shopping experience is a must, with personalized recommendations and immersive content.
- Authenticity: Transparent branding that aligns with their values and offers more than just a product—whether it’s a story, a cause, or a community.
- Affordability with Quality: While Gen Z appreciates luxury, they also expect value for money, preferring high-quality items that justify their price.
By aligning with these interests, fashion brands can cultivate a loyal Gen Z customer base, ensuring long-term growth and relevance.
Chloé: A Legacy of Innovation and Elegance
Founded in 1952 by the visionary Gaby Aghion, Chloé was established to offer women a liberating alternative to the rigid fashion norms of the time. Aghion, an Egyptian-born Parisian, introduced the concept of luxury ready-to-wear, paving the way for a new era of fashion that celebrated femininity and freedom. Over the decades, Chloé has been shaped by a series of illustrious designers, each contributing to its enduring appeal. From Karl Lagerfeld’s romantic flourishes to Stella McCartney’s youthful vibrance, and Phoebe Philo’s minimalist modernism, the brand has consistently evolved while staying true to its core ethos.
In 2023, Chloé reported revenue of approximately €500 million, a testament to its enduring popularity and successful adaptation to contemporary trends. Known for its delicate flou, lace details, and effortless tailoring, Chloé’s designs remain a symbol of Parisian chic, offering a unique blend of tradition and innovation.
Chemena Kamali: The Vision Behind Chloé’s Future
At the helm of Chloé’s creative direction is Chemena Kamali, a German-born designer who brings a wealth of experience and a fresh perspective to the brand. Kamali’s journey with Chloé began under the mentorship of Phoebe Philo and later flourished under the direction of Clare Waight Keller. With a Master of Arts in Fashion from Central Saint Martins, Kamali’s design philosophy is deeply rooted in the balance between timeless elegance and modern relevance.
Appointed as Chloé’s Creative Director in October 2023, Kamali’s vision for the brand is one of cinematic intimacy, where each piece tells a story, and every campaign captures a moment in time. Her strategy for AW 24 is to blend Chloé’s iconic styles with contemporary elements that resonate with the modern woman, particularly those from the Gen Z cohort.
The AW 24 Collection: A Commitment to Sustainability and Craftsmanship
The AW 24 collection under Kamali’s direction continues Chloé’s legacy of exquisite craftsmanship, with pieces designed and made in Paris, ensuring the highest standards of quality. Sustainability is at the heart of this collection, with the brand taking steps to minimize its environmental footprint. From responsibly sourced materials to ethical production practices, Chloé is addressing the challenges faced by luxury fashion brands today, striving to meet the demands of conscious consumers.
The AW 24 Campaign: A Cinematic Ode to the Chloé Woman
The AW 24 advertising campaign, shot by renowned photographer David Sims, is a visual masterpiece that embodies Kamali’s vision of cinematic intimacy. Featuring models Kaia Gerber, Rianne Van Rompaey, Yar Aguer, Rosalieke Fuchs, and Diane Chiu, the campaign presents the Chloé woman as an icon of modern femininity—confident, authentic, and effortlessly chic.
Each image captures the essence of the Chloé brand, highlighting key pieces such as tailored capes, lace dresses, and signature denim. The use of bold accessories adds a touch of modernity to the timeless designs, creating a collection that speaks to the aspirations of the Gen Z audience.
A New Chapter for Chloé
As Chloé unveils its AW 24 campaign, the brand not only reaffirms its position as a leader in luxury fashion but also demonstrates its commitment to evolving with the times. By understanding and catering to the preferences of Gen Z, Chloé is not just appealing to a new generation of consumers but is also ensuring its legacy for years to come. Under the creative direction of Chemena Kamali, the brand continues to honor its rich heritage while looking boldly to the future—a future where the Chloé woman, in all her authenticity and elegance, remains at the forefront of fashion.
About the Author:
Joseph DeAcetis is a visionary in the world of fashion, renowned as the best wardrobe stylist and art director of his generation. His impressive accolades and unmatched expertise set him apart in the industry. Joseph covers the intersections of style, culture, art, and fashion, with a particular emphasis on the evolving status of menswear.
Throughout his illustrious career, Joseph has penned award-winning columns for top-tier publications such as Esquire, People Magazine, Robb Report, and Playboy. His profound insights and engaging narratives have made him a leading voice in fashion journalism.
Most recently, Joseph served as the creative fashion director for Forbes Media, where he excelled as both a critic and reporter. His extensive body of work highlights the importance of dressing for success and explores how technological advancements are reshaping the fashion industry. Joseph’s authoritative yet approachable voice continues to inspire and influence fashion enthusiasts worldwide.
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