Chloé, Modern Romantic

When Gaby Aghion founded the brand in 1952, she gave the fashion industry one of its very first luxury ready-to-wear lines with looks that were much more accessible than the haute couture of the time. It proved an instant success. In 1965, Aghion hired a young Karl Lagerfeld, who 10 years later held the title of head designer. Lagerfeld helped mould the characteristic Chloé style we know today by creating delicate, luxurious pieces that were comfortable to wear, and that continue to captivate the world over. Stella McCartney took the reins in 1997 followed by her assistant Phoebe Philo in 2001, who produced the first accessories line. Today, Clare Waight Keller heads up the brand, and has taken it in a very modern, sporty direction that still maintains a sense of luxurious urban style.

From the outset, Chloé has embodied the modern, nonchalant albeit romantic woman, which helped establish it as an iconic brand in the Seventies. Since then, Chloé has cleverly adapted to changing fashions without sacrificing its identity. Nowadays it reflects the perfect balance between sensual femininity and chic styling with sheer and flowing fabrics, pleating and versatile knitwear in contrasting colour palettes. The contingent of celebrities devoted to the brand are now identified as ‘Chloé girls’, and include French explorer Anne-France Dautheville, models Suki Waterhouse and Poppy Delevingne, singer Flo Morrissey and model and writer Loulou Robert.

Under Stella McCartney and Clare Waight Keller, the brand has amassed an impressive collection of best-selling creations that continue to expand from season to season. From the Paddington in 2005 and the Drew in 2014 to their Susanna boots, Chloé’s accessories have garnered cult like it-status amongst fashion followers ever since their launch. Their whimsical ready-to-wear pieces also remain a defining attraction, with sheer, oversized blouses and folk-inspired dresses in bright or pastel tones, all of which are now synonymous with classic Chloé style.