Apple Martin fronts Chloé à la Plage in dreamlike summer campaign

Apple Martin gives Chloé exactly what a high-summer campaign needs right now: a face people already know, but haven’t seen used like this before. At 21, the daughter of Gwyneth Paltrow and Chris Martin steps into her first major luxury campaign for the house’s Chloé à la Plage capsule, and the effect is less about celebrity novelty than about reset. Chloé is selling a mood, and Martin makes it feel current, polished and just a little bit dreamier.

Shot by David Sims, the campaign places Martin in an imagined shoreline scene that looks part beach, part fantasy. Chloé calls the setting a surreal summer reverie, with magnified shells and an endless afternoon suspended in the frame. That kind of visual language matters because Chloé has built its recent identity around lightness and movement, and Martin, with her natural ease and familiar name, helps translate that into something younger shoppers can recognize instantly without losing the brand’s grown-up romance.

The capsule itself is the kind of wardrobe that has been quietly taking over summer dressing: airy dresses that skim rather than cling, broderie anglaise blouses with a little texture and air, a printed swimsuit that works as both swimwear and styling piece, raffia handbags that lean vacation but feel refined, and jelly mules that add a playful, beach-clean finish. This is soft boho luxury in its most wearable form, less festival nostalgia than polished resort dressing with just enough whimsy to feel new. It is the sort of edit that looks good with damp hair, gold skin and minimal jewelry, which is exactly why it reads so well for the season ahead.

The campaign is the second chapter of Chloé à la Plage, the high-summer capsule creative director Chemena Kamali introduced last year. Claudia Schiffer fronted the inaugural 2025 installment, which leaned into Éric Rohmer-inspired sensuality and resort settings including Saint-Tropez, Capri and Monte Carlo. Martin’s turn keeps that lineage intact while shifting the energy forward. Her presence broadens Chloé’s cross-generational appeal, linking the house’s heritage softness to the kind of celebrity recognition that travels fast across feeds and fashion circles alike.

The collection lands in Chloé boutiques and on Chloé.com from May 12, 2026, with selected summer destinations also in the mix. Martin has already tested the fashion waters with campaigns for Self-Portrait and GapStudio, including one alongside her mother, but Chloé places her in a different register: not as a debutante, despite her 2024 entrance at Le Bal des Débutantes in Paris, but as the face of a summer wardrobe built to look expensive, easy and slightly out of reach all at once.