Chloé revives its iconic Paddington with Kendall Jenner and Aimee Lou Wood fronting a cinematic, elegant campaign.
Twenty years after its original release, Chloé’s Paddington bag makes a striking return in a new campaign blending nostalgia with modernity. Kendall Jenner, who was just 10 years old when the padlock-adorned icon set trends in 2005, leads this reinterpretation alongside ‘The White Lotus‘ actress Aimee Lou Wood and Japanese singer Anna Tanaka, member of the South Korean group Meovv.
Conceived by creative director Chemena Kamali, the campaign presents the Paddington as intimate, everyday and free of solemnity. “I wanted to capture the Paddington as it lives today: spontaneous, not precious, a bag that has become part of women’s lives, carrying both intimacy and character,” Kamali explained in a statement.
To bring this vision to life, French filmmaker Mati Diop — winner of the Grand Prix at Cannes 2019 for Atlantics — shot a 35mm short film paying homage to 1970s French cinema. In parallel, photographer David Sims captured the three protagonists in timeless black-and-white imagery interacting with the bag.
The renewed Paddington, which debuted on the autumn runway, is already available in stores and on Chloé’s website. This new version features washed vegetable-tanned leather, lighter hardware, an adjustable strap and a unique zip opening, retaining the original’s DNA while adding contemporary refinements.
With this campaign, Chloé not only reintroduces one of its most recognisable icons, but also projects it towards a new generation of women who value authenticity above logos. An elegant tribute to the maison’s history and its feminine legacy.
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