French luxury house Chloé has unveiled the second chapter of its High Summer collection, “Chloé à la Plage,” fronted by Apple Martin and photographed by renowned British photographer David Sims.
Captured through a dreamlike, surrealist lens, the new campaign explores the hazy romance of summer — where sun-drenched coastlines blur into fantasy and fleeting moments feel suspended in time. Set against imagined seaside landscapes, Apple Martin embodies the collection’s effortless femininity and free-spirited energy.
Summary
- Chloé unveiled the second chapter of its “Chloé à la Plage” High Summer campaign
- Apple Martin stars in the campaign, photographed by David Sims
- The collection features flowing silhouettes, broderie anglaise blouses, and playful summer accessories
- The collection launches globally on May 12, 2026, across Chloé boutiques and Chloe.com
A Surreal Ode to Summer Escapism
The campaign imagery evokes an imagined coastline where shimmering seas meet sunlit sands and oversized seashells, creating a cinematic vision of endless summer afternoons. Barefoot and carefree, Apple Martin moves through the scenes with an understated ease that reflects the collection’s relaxed mood.
Chemena Kamali, Creative Director of Chloé, described the campaign in a statement: “This year’s Chloé à la Plage is an ode to a surreal summer fantasy. It captures a dreamlike feeling and the poetry of summer. With her radiance and timeless beauty, Apple naturally draws us into this world.”
Fluid Silhouettes and Effortless Femininity
The collection centers on fluid silhouettes and lightweight textures, featuring airy dresses, broderie anglaise blouses, and accessories designed to enhance the relaxed, spontaneous spirit of summer dressing.
Each look is crafted to move naturally with the body, balancing softness and ease with Chloé’s signature bohemian femininity. The result is a wardrobe that feels instinctive, intimate, and deeply connected to the emotional atmosphere of summer.
Inside Chloé’s Ongoing Creative Evolution
Founded in 1952 by Gaby Aghion, Chloé helped pioneer luxury ready-to-wear by offering women a softer and more liberated alternative to the formal fashion codes of the era.
Today, under the direction of Chemena Kamali, the house continues to evolve its vision of effortless femininity. Since returning to Chloé as Creative Director in 2023, Kamali has reintroduced a romantic, bohemian sensibility that reconnects the brand with its heritage while resonating with a new generation of luxury consumers.
The 2026 “Chloé à la Plage” collection launches May 12 across Chloé boutiques, Chloe.com, and select resort destinations worldwide.
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