Chloé, a brand beloved for its ultra-feminine aesthetic and romantic, bohemian designs, has deep roots in 1950s Paris. Founded by Gaby Aghion at a time when luxury fashion was dominated by men, the brand was created by women for women, and it has remained true to this principle over the years.
The Chloé brand DNA is characterized by a sophisticated yet uniquely free-spirited allure, setting it apart from others. Despite changing ownership, the brand has consistently maintained its specific vision.
Throughout its history, Chloé has been guided by some of the greatest female designers of our time, including Stella McCartney, Phoebe Philo, and Clare Waight Keller. Even in an industry currently dominated by men, Chloé continues to honor its founder’s vision by appointing a young female designer to lead the design following Gabriela Hearst’s departure.
In late last year, it was confirmed that Chemena Kamali, who had previously worked at Chloé and Saint Laurent, would take over from Hearst. Having worked under Philo and Keller, Kamali is well-versed in the brand’s DNA and curated aesthetic. She is set to present her first collection for the House during Paris Fashion Week next month, and her inaugural collection is highly anticipated in this largely male-dominated field.
Chloé has seen success with popular handbags such as the Drew, Woody, and Tess in recent years. However, it has yet to achieve the same level of success with a true It-Bag as it did in the past. Despite this, the brand’s girly bohemian aesthetic has the potential to stand out in the current landscape of quiet luxury and 90s comebacks. This new chapter for the brand holds the promise of being both impactful for the brand itself and exciting for its fans.
As Chloé enters this new phase, what are you hoping to see from the brand?
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