Style is Timeless, fashion is transient.
Something old, something new, something borrowed and all from Chloe !
Kim Ryan a student on my recent evening class short course developed this campaign idea for stills and film to launch Chloe's new collection for AW25/26 and also acknowledge the value of vintage Chloe and the provenance of quality luxury brands for the next generation.
The goal to reflect the reality of our wardrobes and styling, where each season we amalgamate new with existing items. The idea of new to you is the future, the inheritance items our family will cherish to attain timeless style and value our clothes. Emotional connectivity with our clothes is something we find in vintage luxury. The vintage sustainable fashion market is booming, the economy is stagnant, ripe for consumer innovation and fashion content creators can do alot to communicate the potential styling fun we can have exploring thye sustainable fashion market.
In my opinion there is not enough collaboration between fashion editors and sustainable brands , to promote sustainable style mind sets and make it cool to blend old and new as a style ideal.
Art Direction © Kim Ryan
Creative direction - Schelay McCarter.
