Renowned photographer Juergen Teller's 2024 Coco Neige ad campaign redefines après-ski elegance for Chanel. Teller, who is well-known for his unique approach that combines high-fashion photographs with a relaxed, snapshot aesthetic, showcases model and Chanel muse Loli Bahia in an environment that challenges conventional notions of skiwear.
The campaign is set in a chic environment, with a library and sitting room with baroque features and eccentric furnishings from several eras. Although it's an unlikely venue for displaying winter sportswear, the contrast between the opulent environment and the skiwear highlights Chanel's designs' refinement. In addition to showcasing the collection's beauty both on and off the slopes, the campaign crafts an engrossing story that is both recognisable and intriguingly ambiguous.