To celebrate turning ‘60 years young’ (as they cutely call it) in September, Chloé invited five seriously talented female directors to tell the story of the legendary Parisian fashion house through short films. Their work, plus articles by notable fashion writers, music and archive imagery make up the ‘Chloé Alphabet’ – a digital exploration of the label’s heritage which you can see in full at chloe.com/alphabet.
Poppy De Villeneuve, Julie Verhoeven, Kathryn Ferguson, Stéphanie Di Giusto and Mary Clerté each made a film inspired by one of the letters that spell out Chloé; so we have Counter-Couture, Horses, Light, O (roundness) and Embroidery. Our favourite is ‘H’ – the short film made by talented young director Kathryn Ferguson with horses as her theme. Horses are an integral part of the brand, evoking the independence of the Chloé woman, and have appeared in designs by both Stella McCartney and Phoebe Philo when they were at the helm, as well as on the brass door handles of every Chloé boutique. Watch Kathryn’s breathtaking film here:
To coincide with the digital offering, rare pieces from Chloé’s impressive archive (like Antonio Lopez’ exquisite illustrations) are on display in an exhibition at the Palais de Tokyo called Chloé.Attitudes that has been curated by Judith Clark. Both projects perfectly encapsulate the playful, progressive vision of Chloé founder Gaby Aghion which is still apparent in the work of current day Creative Director, Clare Waight Keller – clothes that are wearable, feminine and luxurious – everything the modern woman wants.
Chloé.Attitudes runs until November 18 2012. Find out more at chloe.com