If you haven’t heard already (where have you been!) Clare Waight Keller has stepped down as Chloé creative director. Her final collection will be shown on March 2nd and Chloé’s new creative director has yet to be announced.
Clare recreating the Chloé girl was an absolutely beautiful process to witness over the past six years. She helped bring back the original Chloé girl that founder Gaby Aghion created. She is to thank for the image that springs to mind when you see “Chloé”, but with a cool edge; the classic blonde, small framed, french style woman wearing a floaty dress, the best accessories… with converse. She’s Jane Birkin, Bridget Bardot, Cléménce Poesy, Phoebe Tonkin, Diane Kruger, Kate Bosworth, Sienna Miller. She is feminine yet fierce, sweet and seductive, elegant and engaging.
Waight Keller’s 70’s vibe and bohemian flair reinforced the freedom and graceful-ness that the Chloé brand has always portrayed since it’s creation in 1952. I think one of Chloé’s most successful achievements under Waight Keller’s tenure was the brands correlation to “it girls”. Every fashion week, the Chloé front row was filled with it girls from all over the globe. They were almost a real life “gossip girl” brand, the brand attracted the girls. Through this, Chloé managed to cultivate multiple “faces” of the brand; it was almost free advertising, being asked to be a Chloé Girl was a distinct honour.
As previously stated, the new creative director is yet to be announced, but it will be interesting to see what new direction they could take the brand in the following years, especially after the recent collections which have seen Chloé give it’s looks a sporty edge that juxtaposes with it’s inherent softness.
By Amy Cooper
BA Fashion Marketing & Branding