Apple Martin Stars In New Chloé A La Plage Campaign
Our take
Chloé’s latest installment of their à la Plage campaign features the captivating Apple Martin, showcasing a serene yet sophisticated summer aesthetic. Captured by renowned photographer David Sims, the imagery invites viewers into a world of effortless elegance and modern femininity. Released on May 12, this campaign continues to elevate Chloé’s narrative of quiet luxury.
The fashion world is once again captivated by the allure of Chloé, this time with the release of their second installation of the à la Plage campaign, featuring the striking Apple Martin. The daughter of Gwyneth Paltrow and Chris Martin, Apple embodies a fresh, modern femininity that resonates with the ethos of the Chloé brand. Images captured by renowned photographer David Sims highlight not just the garments but also the emotional landscape of youth and freedom, evoking a sense of effortless elegance. This campaign is not merely a showcase of fashion; it is a celebration of identity and self-expression, themes that are increasingly important in today’s fashion narratives.
In a time when many 21-year-olds are transitioning into adulthood with conventional milestones, such as receiving diplomas, Apple has stepped into the spotlight through this campaign, which marks her first major modeling endeavor. This moment is significant not only for her personally but also for the wider cultural conversation around legacy and authenticity in fashion. The lineage of Apple Martin invites scrutiny and conversation about privilege and the expectations that come with it. However, Chloé’s choice to feature her suggests a deliberate move towards redefining what it means to embody luxury today—one that is both aspirational and grounded. This aligns beautifully with the recent trend of brands focusing on narratives over mere aesthetics, as seen in pieces like Simple Tank Tops Are Timeless, but Fashion People Have Been Wearing This Unexpectedly Romantic Trend Instead—And Mango Has the Perfect One and 15 Amazon Fashion Pieces That Look Designer—But Are Somehow Under $50, which emphasize accessibility without compromising on style.
The imagery and storytelling in the à la Plage campaign serve a dual purpose: they celebrate youth while also inviting a deeper reflection on the concept of modern femininity. Apple’s portrayal is not just about looking good; it encapsulates a moment of self-discovery and confidence. This shift in focus is crucial in a fashion landscape that has often been criticized for its superficiality. By opting for a muse like Apple, Chloé connects with a generation that values authenticity and seeks to express their individuality. The campaign’s soft colors and serene settings further enhance this narrative, marrying the brand's heritage with a contemporary sensibility.
As we look forward, the implications of this campaign extend beyond mere visual appeal. It challenges the industry to consider how young women are represented and to question the narratives we build around them. The intersection of legacy, identity, and personal expression is rich with potential for exploration, especially as brands navigate the complexities of modern consumer expectations. How will Apple Martin’s portrayal influence other young influencers and aspiring models in the industry? Will we see a shift towards more nuanced storytelling in fashion campaigns that embrace emotional depth alongside aesthetic appeal?
In conclusion, Chloé’s à la Plage campaign featuring Apple Martin is a poignant reminder of the power of fashion to reflect and shape cultural narratives. As we witness this evolving dialogue around identity and expression, it will be fascinating to see how brands continue to weave these themes into their storytelling, ultimately redefining what it means to embody luxury in today’s world.
When most 21-year olds graduate college, they receive their diploma and — if their parents are feeling generous — perhaps, a nice gift. In Apple Martin’s case, daughter of Gwyneth Paltrow and Chris Martin, she landed her first-ever high-fashion campaign just days after her Vanderbilt University graduation ceremony. On May 12, Chloé dropped their newest à la Plage advertisement which stars Martin, and the label could only describe it as, “a collection born from a dreamlike longing for summer’s poetry.”
The high summer campaign was introduced in 2025 by Chloé creative director Chemena Kamali. The inaugural collection was originally fronted by supermodel Claudia Schiffer and photographed by David Sims. In its second iteration, Sims lensed the images again, only this time with Martin as the lead. The beach-day fantasy consists of four summery ready-to-wear looks, including an ivory two-piece eyelet set, a floral printed bathing suit, and a branded raffia shoulder bag.
Paltrow commented, “Breathtaking,” on the brand’s Instagram post of one of the photos in support of her daughter’s big modeling break. While this may be her first official high-fashion campaign, she’s appeared in campaigns for GapStudio and Self Portrait, as well as in editorial spreads with Perfect Magazine this past March and Vogue in February, during which she told the reporter that her “dream is to act.”
Back in December, Martin also attended her mom’s Marty Supreme movie premiere in New York, rewearing one of Paltrow’s most iconic Calvin Klein dresses from the ’90s — causing a very nostalgic buzz.
Since Martin, who is the spitting image of her famous mother, has remained somewhat private up until now, 2026 has felt like a significant new chapter for her.
With a major fashion campaign like Chloé in the books, the possibilities seem limitless.
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