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The Chloe Alphabet: P is For Paris

Chloe Alphabet, P is For Paris, Fashion

Chloe, Spring/Summer 1980

Diane Vreeland, the legendary editor of Vogue once said: “The best thing about London is Paris.”

I couldn’t agree more. For hundreds of years Paris has inspired the world with its beautiful creations from art and wine to chocolate and macaroons.  More importantly this magical city is the epicenter of the fashion industry and home to the world’s most respected and renowned fashion houses, including Chloe.

Chloe Alphabet, P is For Paris, Fashion, first invitation

A copy of the invitation to one of Chloe’s first shows at Cafe de Flore 1958

Earlier this year Chloe celebrated its 60th anniversary by launching the Chloé.Attitudes exhibition which is currently on show at the Palais de Tokyo in Paris until November 18. To help spread the message Chloe has also launched the Alphabet Campaign, which brings together 26 bloggers to share the house’s history, iconic moments and inspirations using 26 letters of the alphabet. I have luckily been chosen to write about the letter “P” which stands for my favourite city in the world, Paris.

Chloe Alphabet, P is For Paris, Fashion

Chloe show at Brasserie Lipp, 1960

My first trip to Paris was when I was a teenager and I remember being completely overwhelmed by the city’s beautiful buildings and equally elegant women. No doubt these also attracted Chloe’s founder, Gaby Aghion, who moved there from Egypt in 1945.

Chloe Alphabet, P is For Paris, Fashion

Chloe images photographed at Paris’ Port Royal (left) and Jardin du Luxembourg (right), circa 1950-1960

At the time Paris was a mecca for bohemians, intellects and philosophers like Jean Paul Sartre, who would congregate at the Left Bank’s cafes to share their stories. Aghion quickly became inspired by their rebellious culture and created a brand that embodied similar ideals of freedom, youth and spirit.  As such Chloe’s first show were held at one of their most popular meeting places, Café de Flore in 1956. Its first boutique also opened nearby on Rue du Bac in 1972.

Chloe Alphabet, P is For Paris, Fashion, advertising campaigns

Chloe Alphabet, P is For Paris, FashionChloe Alphabet, P is For Paris, FashionChloe Alphabet, P is For Paris, Fashion
From top to bottom: Chloe campaign autumn/winter 2004; Ad campaign 2010; Chloe fashion show at Jardin du Tuileries autumn/winter 2007/8; and Chloe campaign autumn/winter 2001 at Notre Dame

Today the City of Lights is very much a part of the Chloe DNA. Chloe’s campaigns over the years have captured Paris’ most iconic landmarks from The Eiffel Tower and Notre Dame  to the Jardin du Luxembourg and Jardin des Tuileries, where they stage their twice yearly ready-to-wear shows. This year Paris gets more Chloe with the brand’s first ever Maison on rue Saint-Honore.

Chloe Alphabet, P is For Paris, Fashion

Chloe Alphabet, P is For Paris, Fashion
Chloe’s first maison in Paris (top) and creative director Clare Waight Keller with architect Joseph Dirand (above)

What’s there not to love about the City of Lights?

See the rest of the Chloe Alphabet unfold at www.chloe.com/alphabet

Images courtesy of Chloe Archive/ADP, Joseph Dirand Architecture, Boo George, Vanina Sorrenti and Inez van Lamsweerde and Vonoodh Matadin. 

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