Chloé Is All Smiles For Spring, And So Are We!

Feb 22, 2011 By Lauren Valenti

Do you notice anything different about the Chloé Spring/Summer 2011 ad campaign? Let me give you a hint…it’s white and sparkly. It’s Malgosia Bela’s beautiful smile of course! I think this is the first smile I have seen in fashion ad campaigns in quite some time, maybe ever? Either way, Bela’s smile is quite the breath of fresh air for me and the fashion industry. A great deal of past and current campaigns are all about the skin and the sex. Granted, sex sells but fashion is supposed to be about the clothing and those who wear the clothing, right? Don’t get me wrong, I enjoy a good, sexy fashion spread as much as the next person, but this bright, happy change of pace is much appreciated and much needed.

I feel like both Bela’s smile and smirk (seen below) fits right in with the Chloé aesthetic—gorgeous, easy, fun and strong. Hopefully we’ll be seeing more smiles in other ad campaigns in the future. I have a feeling that we will, a good smile is oh-so contagious. Check out the rest of this Chloé campaign on MyFDB! Bring on Spring, we’re ready for it!

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