Chloe the Brand
Founded in 1952 by Gaby Aghion, Chloé became the first luxury ready-to-wear fashion house of its time. With the likes of contemporaries such as Christian Dior and Christian Lacroix offering only Haute Couture (made to measure) pieces, Aghion saw a gap in the market for less expensive off the peg clothing with a luxury twist. True to her unorthodox ways, Aghion’s designs rejected the stifling formality of 1950s fashions. She opted for soft styles in luxury fabrics such as silk, cashmere and chiffon calling her collections 'luxury prêt-à-porter'. This sparked the foundations of the Ready-To-Wear market which now dominates world Fashion Weeks today. Aghion chose the name Chloé for her fashion house as she believed it embodied the soft femininity of her designs.
By 1966 Karl Lagerfeld had taken position of head designer of Chloé, transforming the brand into an iconic 1970s fashion label. Chloé was lauded by a loyal succession of famous women including Brigitte Bardot, Grace Kelly and Jackie Kennedy. It was around this time that Chloé saw the opening of its first Parisian boutique in 1971.
In 1997 Stella McCartney was appointed creative director. McCartney played up the brands femininity, placing emphasis on florals and chiffons, creating a romantic mood for the brand and indeed, making a name for McCartney herself.
2001 saw Phoebe Philo take over. With her personal approach to the brand, Chloé sales rocketed and she is often heralded as being the most influential creative director at Chloé, making the brand cool again with the addition of now iconic Chloé styles such as the wooden wedge, the floaty babydoll dress and the phenomenon that is the high-waisted jean. This is not to mention the 2002 launch of the Chloé Paddington bag, arguably the most sought after ‘It-bag’ of the millennium.
After Chloé’s stratospheric rise under Philo’s guide, Philo retired from the brand in 2006, making way in 2008 for Hannah MacGibbon, Chloé’s latest creative director. MacGibbon introduced her debut collection for Chloé at the SS09 show, to rapturous applause.
Classic Chloe Styles
The mini-cropped jacket, the high-waisted trousers, the multi buckle boot, the chiffon pussy bow blouses, the wooden wedge and the slouchy bag, are just a few of the wardrobe staples that define Chloé and have been copied relentlessly by the high-street. Feminine, subtle and soft all describe Chloé’s typically non-invasive, ultra-pretty style. Muted palettes, floral prints and luxuriously soft fabrics epitomise the French fashion phenomenon. True to founder Aghion’s original plight, Chloé clothes are feminine yet wearable, soft yet functional. The label encapsulates a ready-to-wear women’s collection, a diffusion line- See by Chloé, Accessories, Eyewear, a Handbag collection, Beach Wear, Children’s Wear and a fragrance- aptly named Chloé and including a range of cosmetics with the Chloé scent.
Chloé was a forerunner in the trend for vintage styled, oversized sunglasses, as loved by celebrities and fashionistas alike. Popular styles include: Myrte, Héloïse, Saskia, Maypop, Mocca, Ginko, Yucca, Tamaris, Mimosa, Litchi, Alisier, Hickory, Jumbo and Magnolia. After Chloé made a stamp on the ‘It-bag’ industry with its Paddington bag, the labels butter-soft leather handbags have been seen on the arms of every self-respecting label queen. Favourites include: Sally python bag, Shelby shoulder bag, Heloise metallic shoulder bag, Kathleen shoulder bag, Andy small canvas tote, Heloise leather tote, Bay patent bag, Nancy leather tote, Sally shoulder clutch, Astoria bowling bag, Nancy leather bag, Paraty leather tote, Lucy pleated clutch.
As well as the famous stacked wooden platform wedges, Chloé has also been the style setter for footwear trends such as, the Flat gladiator sandal, the multi strap wedge, the scalloped leather sling-backs and the buckle-toe pump.
One thing Chloé certainly seems to have got right is that femininity never goes out of fashion.
