Chloé has unveiled its Resort 2027 collection in a campaign that feels less like a traditional seasonal presentation and more like a portrait of a particular kind of woman. The face of the season is Alexa Chung, the British style icon whose effortless blend of bohemian ease and sharp tailoring has made her one of the most influential — and most imitated — figures in contemporary fashion.
The collection itself continues Kamali’s exploration of Chloé’s 1970s heritage, a period that has become a rich seam for the house to mine. Flowing maxi dresses in washed silk georgette sit alongside cropped suede jackets and high-waisted trousers with a subtle flare. The palette is earthy and sun-bleached: terracotta, sand, pale gold, and the occasional flash of deep indigo. The accessories — oversized leather totes, chain-trimmed belts, platform sandals in natural wood tones — ground the ethereal silhouettes in a practical reality.
For Chloé, the Chung collaboration represents a bet on the power of authentic brand ambassadorship over the transactional model that has come to dominate celebrity partnerships. Chung’s relationship with the house predates this campaign by years — she has worn Chloé on red carpets and in her daily life with a consistency that suggests genuine affinity rather than contractual obligation. In a market saturated with paid partnerships, genuine affinity is increasingly the only currency that matters.
The choice of Chung is strategic in ways that go beyond her considerable personal style. Chloé, under the creative direction of Chemena Kamali, has been working to re-establish its identity as a house built on a specific vision of femininity — one that is free-spirited without being precious, romantic without being saccharine. Chung embodies that tension naturally. She can wear a lace-trimmed slip dress with the same conviction she brings to a tailored blazer and raw-hem jeans.
The campaign images, shot by a photographer whose work has long been associated with intimate portraiture rather than glossy commercial work, capture Chung in motion rather than in staged poses. She is caught walking through a sun-drenched courtyard, adjusting the strap of a sandal, laughing at something off-camera. The effect is deliberately candid, a reminder that Resort collections are meant to exist in the world, not just on the runway.
