Chloé

After doing research on perfume for my upcoming project, and also learning about potential future careers as a creative director, the Chloé brand keeps poping up.

I have used the classic Chloé perfume for years, and love its feminine light scent, along with its decadent and luxurious looking bottle and packaging. I then started to look into the brand as a whole, and the different creative direction it has taken over the years. I was unaware of the amount of notable creative directors that have made their stamp on the brand, and it really inspired me in realising how much change this job role can produce.

The brand started in 1952, when Gaby Aghion (co founder) aimed to introduce ready to wear to high fashion. She was truly a pioneer of style, with a vision of shunning the formal woman's clothing and haute couture of the time. She was known for giving the brand its core of youthful and playful romanticism, and creating a more easy going branch of fashion.

  

In 1966 Aghion appointed designer the late Karl langerfeld, who became creative director of the brand for decades. He found a new captive audience of stylish hippies, and used celebrities such as Brigitte Bardot and jane Birkin to promote his vision. The consisitant pop influences led to the continuation, but also a new and different take on the playful spirit of Chloé.

  

Stella Mccartney became creative director in 1997, and introduced a more smart and tailored, yet still youthful style.

 

Stella was followed by her former assistant Phoebe Philo as creative director. Philo was known as the master of modern vintage, and released a range of handbags which gave the brand cult status.

 

I think that the reason Chloé has been so continuously successful over the years, and the reason many other long standing brands remain prominent in the industry, is due to the balance between trends and a strong and prominent brand identity. Chloé quickly established its brand identity as embodying modern femininity and youthful playfulness. Although each creative director has made there own notable changes to the brand that keeps its relevant and on trend, each CD managed to reflect the brand identity and core in a clear way, enabling customers to always resonate with the brand.