The vision was ‘Luxury pret-a-porter’, pioneering accessible high-quality fashion for women. Aghion’s style was soft and feminine and the label was named after her friend who she thought embodied the carefree attitudes of young women. The first collection was presented in the Café de Flore, a regular place for artistic left wing to go. Throughout the sixties Chloe was renowned for its youthful and delicate styles in comparison to the stiff, formal attitudes of the fifties. In 1966 the young talented Karl Lagerfeld was appointed head designer of the house. Lagerfeld was inspired by pop influencers, culture references and evoked a playful spirit. Their celebrity clientele included the likes of Brigitte Bardot and Jackie Kennedy and they opened the first Chloe boutique in 1971. In 1974 they launched the first Chloe fragrance; this fragrance was instantly a success and continues to sell worldwide. In 1985 the swiss-based luxury group Richemont Group bought the house setting the company up for expansion. Chloe continued to appoint up and coming talents as Stella McCartney was later appointed in 1997, later replaced by her design assistant Phoebe Philo when she left to pursue her own label.
Today under Natacha Ramsay- Levi’s reign the current Chloe girl’s style is modern, feminine but with a sharp edge. Levi has previously worked at Balenciaga and Louis Vuitton and is now pushing Chloe in a completely new direction. They just launched Chloe’s first ever streetwear inspired sneaker.
Aside from launching the careers of now-famous designers, Chloe has designed a range of best-selling perfumes throughout the decades. These include Signature, Love Story, and Fleur, each one being utterly feminine, enticing and beautiful in their own right.