The Chloé Spring 2017 ad campaign celebrates the innate elegance of French style. A sense of carefree abandon is diffused throughout as the Chloé girls celebrate summertime friendship at the water’s edge. The collection features graphic silhouette and romantic details evoke femininity and freshness through bright prints, planed volumes, and textiles light as air. Captured in the warm glow of the afternoon sun, urban architectural elements meet portside tranquillity, forming a neutral backdrop for the season’s innocent flower prints and block-coloured separates.

“For me this collection is about going back to the roots and simplicity of French style, for effortless clothes in beautiful proportions. Square volumes and crisp fabrics keep the message strong and graphic, with a hint of floral innocence,” said Chloé Creative Director Clare Waight Keller.

Shot by British photographer Charlotte Wales, the feeling of a curious, personal narrative is constructed throughout the Spring 2017 ad campaign. Her images feel both pensive and spontaneous at once, playing with the flare of natural light for an organic, sun-drenched ambience. The brand new cast features Luna Bijl and Ukrikke Hoyer, who both contribute their unique and joyful confidence to the season’s Chloé attitude.

Each frame offers a dynamic and intimate perspective of a day in the life of a Chloé girl, harnessing the allure of sisterhood and the spirited attitude of their universe. The Girls Relaxed and graceful, embodying the Chloé spirit of elegant, natural beauty.