The interminably chic French fashion house, Chloé has just announced that, from 2015 onwards, Chloé alumni and previous campaign girl Clémence Poésy will rejoin the brand as the face of next year's new scent. It got us thinking. Thinking about just how consistently great those Chloé ad campaigns are; full of whimsy, a sharp but soft sense of femininity and a certain sense of Parisian cool that other brands have tried and failed to imitate. 

But, just what is it about these actually pretty simplistic photographs that seem to hit us right in the core of our aesthetic hearts? Is it the always-inspired, consistently good casting? Is it the hair (it's probably the hair)? Or is just a reflection of the francophile in all of us? 

Here are the 8 things that are true of all Chloe perfume ads - and they're all the better for it:

1. The hair (it's all about the hair) must be a bit French and floaty - but not too fuzzy, you understand - preferably with whistful strands dancing about the face 

 

2. Black and white photography is a powerful tool, capable of washing each model who walks before it in a wave of arthouse, Beatnik cool. A bit like the Inkwell filter on Instagram

 

3. Though shalt never expose extreme roots - blondes must remain just that, blonde - a milky confection of whispered tones of sunshine-beige and honey, like Catherine Deneuve

 

4. Do not overlook wholesomeness: to be a Chloé girl, you must appear as though you spent your youth horse-riding in the pastoral outposts of the French countryside (or any countryside really, you get the picture)

 

5. Facial gesturing must be dialled down a good few notches; a delicate expression of post-coital, winsome je ne sais quoi is endemic to the Chloé visual sensibility

 

6. Dress like the enigmatic love child of Diane Keaton and Lauren Hutton with swathes of neutrally-hued cashmere draped over a form-fitting silhouette. Waft - don't walk.

 

7. Then again, clothing is an unecessary accoutrement for Chloé ad girls - at least when they're indoors - why show satin when you can show the silkiness of a shoulder? That's a lesson for us all...

 

8. Keep it in the family - Chloé ad girls tend to boomerang - they go away for a bit, but always return, because a Chloé girl is a true Chloé girl forever.