Apple Martin fronts Chloé à la Plage in dreamlike seaside campaign
Apple Martin’s Chloé debut turns seaside dressing into a luxe, younger fantasy, with raffia, broderie anglaise, and jelly mules sold as pure coastal escape.
Apple Martin has stepped into Chloé’s summer universe, and the brand is clearly using her to pull seaside dressing away from nostalgia and toward something sharper, richer, and younger. The 22-year-old fronts the second chapter of Chloé à la Plage, the high-summer project under creative director Chemena Kamali, shot by David Sims against dreamlike seascapes, magnified shells, and sun-kissed sand.
This is not generic beach-boho. Chloé is selling a very specific kind of coastal polish: airy dresses that move like heat haze, broderie anglaise blouses with just enough sweetness to feel expensive, a printed swimsuit, raffia bags, and jelly mules that keep the mood playful without tipping into costume. The effect is less “I packed for a weekend at the shore” and more “I know exactly how to look expensive in salt air.” That distinction matters, because Chloé is treating seaside femininity as a luxury language, not a vacation theme.
The brand has been building this world carefully. The first Chloé à la Plage campaign launched in 2025 with Claudia Schiffer, and Chloé framed that chapter through the lyrical summer films of Éric Rohmer. By bringing in Apple Martin for 2026, the house shifts the message from inherited French romance to a fresher, more generational version of it. Martin’s casting has the same soft-focus allure, but it carries the charge of a first major fashion step, especially fresh off her Vanderbilt University graduation in May 2026, when the school held commencement events on May 7 and 8.
That is the real commercial play here. Chloé is not just dressing a coastal fantasy, it is recasting who gets to own it. The old shorthand for seaside style leaned on mature ease and sun-faded restraint. Chloé’s version is more curated, more photogenic, and more explicitly aimed at the younger luxury customer who wants romance with brand heat. The collection arrived in Chloé boutiques and online on May 12, and the campaign makes the pitch plain: coastal style is still alive, but now it is being sold as dream state, not memory.
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