Apple Martin stars in Chloé campaign after Le Bal debut

Chloé’s latest move is less a campaign than a casting thesis. Chemena Kamali has made Chloé à la Plage into a sun-warmed, bohemian fantasy, and the second chapter arrives with Apple Martin at the center, photographed by David Sims and framed by seascapes, magnified shells and a shoreline haze that makes the clothes feel caught between vacation and inheritance.

Kamali called the campaign “an ode to a surreal summer fantasy,” and that phrase fits the house’s current direction exactly. Under her eye, Chloé has leaned hard into coastal softness, with the brand describing the imagery as an expression of shared freedom and a continuation of its beach-first mood. Apple Martin’s “radiance and timeless beauty,” Kamali said, drew viewers naturally into that world. It is a polished, unmistakably Chloé version of summer: not loud, not athletic, not resort-club glossy, but airy, feminine and faintly aristocratic, the kind of luxury that looks effortless because it has been carefully composed.

The choice of Martin gives the campaign its real charge. At 21, and fresh off a reported graduation from Vanderbilt University about a week earlier, she represents a very contemporary kind of fashion object: young, photographed, recognizably connected to fame, but now being positioned inside a heritage-brand narrative with social pedigree attached. That matters for Chloé, a house that has always trafficked in a romantic idea of womanhood, because Martin does not read like a generic celebrity face. She reads like a social figure being absorbed into a luxury code.

Her Le Bal des Débutantes appearance in Paris on November 30, 2024, gave that code its sharpest context. The official Le Bal site says Martin entered with her cavalier, Count Leo Henckel von Donnersmarck, while Gwyneth Paltrow, Chris Martin and Blythe Danner attended. Coverage of the 2024 ball placed Martin among 19 debutantes, which is exactly why the Chloé booking lands with such force: Le Bal remains one of fashion’s rarest social gatekeepers, where couture sponsorship, aristocratic framing and family lineage still function as cultural capital.

For Chloé, Apple Martin is not simply a famous daughter in a pretty campaign. She is the bridge between debutante culture and luxury-brand succession, the kind of figure who makes old-money style feel newly marketable. In a season obsessed with quiet authority, that is the point.