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Chloé takes campaign in new direction

Chloé takes campaign in new direction

Chloé's latest campaign was shot by a new photographer, as designer Clare Waight Keller wanted to inject more excitement into it.

Usually the label's photo shoots are conducted by industry stalwarts Inez van Lamsweerde and Vinoodh Matadin, but for Spring 16 Theo Wenner takes the reins. It marks the first time he has completed a Chloé campaign shoot, with Waight Keller explaining the time felt right to switch things up.

"This campaign was a very exciting one for me, because I really wanted to create a new team and a new energy through hair, make-up and light," she told WWD. "This is a photographer I have worked with several times before, and I really appreciate his youthful eye and strong, spontaneous reactions when shooting."

The images were taken in Buenos Aires, and they feature models Antonina Petkovic, Ilvie Wittek, Céline Bouly and Ari Westphal. They are seen posing in colourful outfits in dappled sunlight for many of the shots, including one of two women whispering in the background, while another looks on. The clothes are relaxed, such as full-length dresses in multi-coloured shades and loose-fitting paisley blouses. A standout shot sees a model gazing at the floor in oversized sunglasses, wearing a short black skirt and matching asymmetrical top, with a tan leather bag over her shoulder.

"I wanted to build the faraway spirit of the location by choosing unknown streets in Buenos Aires, and bring a new look to the faces of Chloé through the casting of Céline, Ari, Antonina and Ilvi," Waight Keller added. "It’s a campaign representing the adventurous side of the Chloé girl, free-spirited and impulsive."

The designer isn't afraid to make bold moves like this in the workplace, something she's previously encouraged other women to do too. She has no interest in simply watching things happen, explaining when trying to get to the top of any business, innovation is vital.

"You have to be quite driven, definitely as a woman," she told "Really confident, strong, opinionated, but very precise. You can’t be emotional when it comes to business decisions – that’s very important, but I think you also have to be charming and passionate at the same time because I think to get to the top you have to have the X-factor, that extra something that people gravitate towards you."

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