Apple Martin stars in Chloé's dreamy à la Plage 2026 campaign

Apple Martin gives Chloé’s summer dream a fresh pulse, but not a radical new direction. In the house’s second Chloé à la Plage chapter, the 21-year-old daughter of Gwyneth Paltrow and Chris Martin fronts a campaign that is all soft sunlight, coastal haze and old-money ease, the kind of image Chloé knows how to sell in its sleep.

Photographed by David Sims, the campaign leans hard into fantasy without losing the brand’s polish. Chloé calls it “an ode to a surreal summer fantasy,” and the imagery delivers exactly that: dreamlike seascapes, an imagined shoreline, sky-blue expanses, sun-kissed sand and magnified shells. The clothes follow the same logic, with airy dresses, broderie anglaise blouses and playful accessories that look made to move with the body instead of fighting it. Chloé’s broader Summer 2026 campaign sits in the same world, set on a raw coastal landscape and framed around complicity, sensuality and shared freedom.

The casting is the interesting part. Apple Martin is not just a famous last name. She made her society debut at Le Bal des Débutantes in Paris in 2024, and she has already shown up in campaigns for Self-Portrait and GapStudio alongside her mother. That makes her socially legible in a way Chloé clearly values: she reads as young, polished and plugged into the same soft-focus cultural lane as the brand, without feeling like a fashion insider who has been overworked by the system. Chloé, under Chemena Kamali, is not chasing shock value here. It is chasing recognizability with a fresher face.

That strategy makes sense for Kamali, who returned to Chloé as creative director in October 2023 after more than two decades in fashion and earlier time at the house. She has spent her tenure reviving Chloé’s sunny personality, and the à la Plage line is the clearest expression of that. The first high summer push in 2025 starred Claudia Schiffer and leaned into destination fantasy with Saint-Tropez, Capri and Monte Carlo in the mix. Apple Martin changes the temperature, but only slightly. This is less a reinvention than a careful handoff from one generation of aspirational summer glamour to the next.

The collection arrived in Chloé boutiques and on chloe.com on May 12, 2026, with selected summer destinations to follow through the season. That kind of rollout tells you everything: Chloé is not trying to widen its world so much as polish the one it already owns. The fantasy is still the fantasy, only now it speaks a little more fluently to a younger audience that knows exactly how to read it.