Chloé, Free and Modern Since 1952
The Chloé brand has always been free-spirited and romantic, offering modern young women a relaxed yet elegant wardrobe. Instead of leading with its logo like so many other fashion houses, the brand is known by its ambassadors, searchable today as #chloegirls.
Chloé was founded in 1952 by Gabrielle “Gaby” Aghion, an Egypt-born Parisian who wanted to make haute couture more readily accessible. So she created the first “luxury ready-to-wear” business and named it after a friend whose uncommonly free, modern style was a source of inspiration.
From Bardot to Moss
Gaby Aghion presented her first collection at the famous Café de Flore in Paris. It was an instant hit. Soon the brand could be seen on none other than Brigitte Bardot, Grace Kelly, and Jackie Kennedy—veritable 50s icons.
Chloé designs featured luxe fabrics such as silk and lace, and pieces young women could combine however they liked to express their femininity. Breezy trousers, flowing capes, long dresses, and patterned scarves delivered the Holy Grail of ready-to-wear: styles that were both chic and comfortable. In 1964 Gaby Aghion hired Karl Lagerfeld, who served as Chloé’s creative director for 17 years, until 1983. With his light silk dresses and airy blouses, he left a strong imprint on the brand’s identity.
Collections in the 60s and 70s reflected the movements of the times—women’s emancipation and “peace and love.” During the 80s and 90s, the brand expanded its audience with spectacular runway shows starring the world’s top models, including Linda Evangelista and Kate Moss.
In 1997 Stella McCartney joined the house as creative director. Her arrival kicked off a new era for the brand, with more daring styles that appealed to a whole new generation of young women.
The 2010s brought more sophisticated collections, and a refresh of the 70s style at the heart of Chloé, now very much back in vogue. Chloé’s first eyewear collection in 2012 was in perfect keeping with the brand’s signature style: feminine lines, a retro vibe, and oversized everything.
Today Chloé offers a variety of products, including accessories, handbags, fragrances, shoes, glasses, and shades. The brand reaches thousands of young women worldwide with some 200 stores, and has taken California’s Coachella festival by storm in recent years.
Chloé shades have been adopted by quite a few high-profile celebrities over the years, including Rachel Zoe, Chrissy Teigen, and Jennifer Lopez.
The frames are very feminine, with unique shapes. For example, the Rosie is reminiscent of a flower and the Tilda has a shell-like shape. The brand is also known for its oversized frames and coloured lenses in grey, pink, purple, and turquoise.
Chloé’s latest innovation has been to add a specially designed chain to its glasses, letting them double as jewellery.
Chloé has always managed to express the romanticism, glamour, and femininity of young, ambitious, free-spirited women through its creative, relaxed styles. Explore our selection of Chloé frames online or in an Opto-Réseau clinic near you.
- Brand story