Chloé founder Gaby Aghion was a visionary who liberated women from the formal and constricting fashion of her era. Her debut collection, in 1952, pioneered luxury ready-to-wear with modern silhouettes that encouraged movement. Women were no longer inhibited. For current Creative Director Chemena Kamali, the essence of the house remains connected to this innate sense of freedom, anchored in the here and now. Since 2008, Chloé Eau de Parfum, has continued to enhance and empower women, creating a deep emotional connection with their sense of self and each other.
The Power of Femininity In the current campaign, lensed by photographer Zoe Gartner and director Neels Castillon, four inspiring women, Amrit, He Cong, Arizona Muse and Malika Louback, embody the instinctive and true-to-self Chloé woman. Independent and unbound by convention, these women appear carefree, self-determined, joyful. As the sun sets at golden hour, they move in unison to the percussive track ‘Seeds’, by French artist, Camille. Together, they blossom. A Rose Like No Other With each new fragrance release, the emblematic rose, an unexpected, undone floral note that remains a cult favourite, is amplified by intense overload accords, revealing a complexity that is singular, feminine and sensual. The new Chloé Le Parfum is the most powerful yet, charged by a powerful overdose of orange blossom – intensely enveloping – that enriches the rose.
An Even Deeper Connection
For the first time, notes of an overload of orange blossom, heady, sun-ripened and cut by a soft, citrus, intertwines with those of the unique rose – unconventional, contemporary, and fresh – far from powdery. They come together in a floral explosion alongside an accord of tonka bean and vanilla that combine to create an amber back note that lingers long afterwards in a sensual finish. Warm, powerful, and seductive, Le Parfum is addictive without being saccharine.
“With Chloé Le Parfum, I wanted to combine my father’s heritage with my own vision, enhancing Chloé’s emblematic rose with an addictive sensuality through orange blossom and vanilla floral notes,” says Perfumer Romain Almairac.
Enhanced design The intensity of Le Parfum is instantly recognisable: from the deep amber-hued liquid, visible inside the signature gold-lacquered, pleated glass bottle to the deep burgundy of the hand-tied ribbon. The shade, sampled from the palette of the Chloé ready-to-wear atelier, echoes that of the blooming flower in the campaign imagery.
