Back in January, Chloé quietly released a new video campaign for the summer 2020 collection and, honestly, it’s like something out of Zoolander — remember “moisture is the essence of wetness, and wetness is the essence of beauty?”
Aesthetically, Chloé and photographer David Sims seem to be going for a Guy Bourdin-meets-Deborah Turbeville sort of thing, which is cool, but what really sings is the copy! Each video features the voiceover of a different model reading a short poem that sounds like it was plucked from a teenager’s diary and then run through Google Translate.
A woman is always a story yet to come
I am the beginning of a tale,
Alive with the vertigo of endless possibility
My desires evolve faster than they are formed
I am the result of my own instincts
Or there’s this treasure:
Listening to the melodies of things
Reach for me, like a distant shore
A heroic dream
I am always growing
I am my own kind of woman
If to anyone, belong to yourself
And, what about this:
The flame of temptation inhabits me
What clothes me, devours me
A body alive within this system of obsessions
I am not a reflection, I am my own desire
Loved above all
If you think about it, these ads are actually totally brilliant. Brilliant in the same way that Mariah Carey’s movie Glitter is brilliant. I mean, they’re just hysterical, as things that take themselves this seriously always are.
It’s also worth noting that the brand disabled comments when they rolled this campaign out as an Instagram ad. In fact, that’s how I first came across the campaign the other night, when I was scrolling through my feed and noticed that I couldn’t leave a comment. They also disabled comments for these videos on their YouTube page, although comments are still active for their other campaign videos. What’s that about, Chloé? No need to be shy. These ads are pure genius.