Chloé is a name known for creating lovely, feminine clothes that epitomise Parisian chic and chic simplicity. Chloé was established in 1952 by an Egyptian born lady Gaby Aghion in response to the still scrupulous and formal dresses that prevailed in fashion market. Aghion’s concept was to design luxury ready-to-wear with a comfort that would be worn on young fashion savvy women, this innovation later became Chloé’s hallmark.

But this is where Chloé and Chloé’s approach to fashion was revolutionary. The clothes that were made during this period of Aghion’s work were luxury prêt-à-porter which gave people an opportunity to buy stylish clothes that were very expensive and beyond the purchasing power of majority of people as compared to haute couture clothes. This policy proved successful and soon the image of the brand was associated with beautiful yet comfortable clothes for the contemporary woman.

By the 1960s, Chloé became more and more popular due its cooperation with some of the best designers of that period. Chloé was founded in 1950 and started to come to the international limelight from 1963 after Karl Lagerfeld who later on transformed into one of the most significant icons of fashion industry joined it to give the brand its distinctive look and feel. With Lagerfeld at the helm, Chloé was associated with hippie floralness that characterized the fashion of the 1970 s. Elegant varieties, smooth cuts and chiffon lines characterised the outfits and Mary Portas Scantily liked was soon popularised by classy fashion conscious females.

Chloé during the years 1970 to 1980 was on the rise; the designs were put on some of the most influential women of the decade; Brigitte Bardot, Grace Kelly, Jackie Kennedy to mention but a few. It was the combination of identifying with the ‘moment’ in fashion history while still not deviating from the sophistication of the brand that made the brand successful and continue to remain one of the most important fashion houses to this day.

Over the following years Chloé knew a number of successful designers who infused the brand with their own creative outlook but adhered to the basics of the concept of chic and feminine imagery. Chloé has had Stella McCartney, Phoebe Philo, and Clare Waight Keller to mention but a few of the designers that have contributed to the fashion house logo by providing women empowering apparels and fashion that are unique.

Today Chloé as a brand refers to the eternal beauty and the collections created by her are still popular among women. The brand truly to designing pretty clothes for women that are stylish and practical for today’s working woman means that the brand has remained relevant.

Conclusion

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