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The “Effortless Icons” campaign from Net-a-Porter and Chloé presents a refined take on modern dressing, centred on ease, movement and understated elegance. Featuring model Luana Guimarães, the shoot brings together signature pieces from the Chloé archive, reworked for a contemporary wardrobe.
Set within a light-filled London home, the imagery reflects a softer approach to luxury. The focus remains on natural styling, fluid silhouettes and a sense of quiet confidence, allowing each look to feel considered without appearing overly styled.
The collection highlights Chloé’s recognisable design language, where femininity is expressed through shape, fabric and subtle detailing. Flowing dresses, soft tailoring and delicate finishes create a wardrobe that feels relaxed yet composed.
A standout look in the series is a sheer golden-yellow gown, defined by its draped construction and layered chiffon. The movement within the fabric is central to the image, creating a sense of lightness that aligns with the campaign’s tone. Styled with minimal accessories, the look feels balanced and refined.
In contrast, a softer pastel piece introduces a different mood. A blush-toned dress with lace trim is paired with structured black boots, creating a contrast between softness and strength. This pairing reflects the collection’s broader direction, in which more contemporary styling choices ground romantic elements.
Throughout the shoot, natural light plays an important role. Soft daylight filtering through windows enhances the textures and tones of the garments, supporting the overall feeling of ease. The compositions remain clean and uncluttered, allowing both the clothing and the setting to sit comfortably within the frame.
Talent: @luanaguimaraex @milkmodelmanagement Photographer: @josephinelochen Stylist: @kristenneillie Art Director: critchley_alice Glam: @paulamccash @melartermakeup Fashion Assistance: Haajira Muzzamil Net A Porter Production: @chlomedley @snapjacksss Porter Team: @alcaselyhayford @es.robertson
Feasts in West London provides a setting that complements the campaign’s tone. This Arts and Crafts-style house offers a balance of openness and detail, creating a backdrop that feels both refined and liveable.
The ground floor features expansive living areas with large windows and a wall of framed double doors, allowing light to move freely through the space. This natural brightness supports fashion shoots that rely on soft, even lighting, as seen throughout the Chloé campaign.
A wide, curved staircase connects each level of the house, introducing a sculptural element that works well for editorial compositions. The clean lines of the staircase contrast with the softness of the interiors, offering a variety of visual angles within a single property.
Upstairs, the bedrooms and bathrooms continue the theme of light and space, with vaulted ceilings and windows that look out onto surrounding trees. These quieter areas provide a more intimate setting, suited to softer styling and close-framed shots.
The basement level introduces a different texture, with an industrial finish that adds variety to the overall location. This contrast between levels allows productions to move between moods without leaving the property, making it a practical and flexible choice.
At SHOOTFACTORY, locations are chosen for their ability to support a clear visual direction, and Feasts offers the right balance of light, space and character for fashion campaigns centred on ease and elegance.
For the Net-a-Porter and Chloé collaboration, the house provided a setting in which natural light and thoughtful architecture shaped each frame. The interiors fostered a calm, refined atmosphere, aligning with the collection’s softness.
For brands working with fluid silhouettes and understated styling, Feasts stands as a reliable London location that delivers both flexibility and a strong visual identity within one space.
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