Chloé zine by Karolina Wilczek

Cover page: Figure 1. Floating roses (2013), Figure 2. ChloĂŠ logo (2014), Current page: Figure 3. ChloĂŠ store Sloane Street (2013)

The Then and The Now

It has been over 60 years now since the start of the house of Chloé. One of the strongest brands on the luxury high-end designer market and after so many decades it is still attractive among the A-list of the fashion labels. Chloé was established in 1952 by Parisian designer Gaby Aghion – born and raised in Alexandria, Egypt. Talking about the brand – Clare Waight Keller, creative director of Chloé describes it to be “[…] speaking to an independent woman who embraces the challenges of modern life.” She has called the Chloé woman “a rather dreamy, hippy girl but in fact, at the heart of Chloé there has always been that free spirited attitude that defines the status quo in fashion.” (Keller 2012).

â&#x20AC;&#x2DC;youthful

and modern

in design, and slightly

audacious in spiritâ&#x20AC;&#x2122; - chloe.com (2012)

Figure 4. Balloons over Paris (2012) Figure 5. Eiffel Tower vector (2013)

Behind the scenes

House of Chloé defines the romantic and feminine females – it gives them the freedom to be able to look seductive and pulling, while keeping the gentleness of women’s nature. Gaby Aghion and her business partner Jacques Lenoir thought that Chloé is the exact reflection in a name to what they want the clothes to speak. The label was established in Paris, which inspired both Gaby and Jacques to make the city part of their world - giving every woman wearing their clothes the mood of ‘youthful and modern in design, and slightly audacious in spirit’ (Chloé.com 2012). Paris is the city of love. It lets you lose yourself wandering through the charming streets.

FEMININE, ROMANTIC AND IMPERITENT

Gaby Aghion Soon after when Aghion was born in Egypt, in 1952 - the capital captured her heart. She was a very intellectual bright young girl, brought up in a wealthy home with French education through which she received the love for the country. Gaby was surrounded by seamstresses her mother used to invite over the house to design garments inspired by the most famous Parisian fashion illustrators. Few years into her education, she was re-located to France to study - Chloé then, was just starting to grow as an idea. When Gaby came back home after being in the city of romance and femininity, it didn’t take her long to want to re-locate permanently. After marrying Raymond Aghion in 1945, they made Paris their home. At the time, the city was stepping into the era of artists and radical thinkers. Gaby designed her first collection alongside Jacques Lenoir - 1952 was when Chloé was born. 8

Figure 6. Gaby Aghion (2013), Figure 7. Portrait of Gaby Aghion (1945), Figure 8. Roses de Chloé (2013) Figure 9. Built by Wendy (2013), Figure 10. Le Maison - Paris, Left Bank (2012), Figure 11. Café sign in Left Bank (2013)

- the legend

Chloé's essence Nu d e is the Chloé colour - inspiration Stella of the founder Gaby McCartney changed Chloé’s Aghion and her Egyptian roots. image and let it grow.

Wanting to keep the French style of the house, she brought out the FEMININE, ROMANTIC AND I M P E RT I N E N T side in Chloé. SASSY A N D PULLING but

at the same time she is true to her French roots of being a lady. ‘ A

s y m b o l of femininity and beauty in its natural state, it’s at the heart of Chloé.’ - Chloé Alphabet (2012)

Ve r y EXCLUSIVE AND SIMPLISTIC in their marketing strategies - helping to make it more of an experience for new customers to discover the brand themselves rather than through promotion.

Nude

represents colour of

sand and pyramids

â&#x20AC;&#x201C;

it is

recognised as the colour of sun-warmed skin.

Figure 16. Giza pyramids (2013), Figure 17. Giza pyramids (2013) Figure 12. Abu Simbel (2013), Figure 13. Giza pyramids (2013), Figure 14. Egyptian camel (2013), Figure 15. Ancient Egypt (2013)

‘See by Chloé’ lets the young fashion orientated females, who adore Masion - wear designer clothing, at a much lower and more accessible pricing. The collections are very modern and an exact reflection of Chloé’s ready-to-wear – classic clean cuts with subtle femininity. The designers give a Chloé female an affordable chic and elegance which all women seek. The collections

See by Chloé represent the values and influences the label holds – even though they are thought of in different aspects, they still are inseparable in their spirit. See by Chloé isn’t very popular in the market as there are many more affordable brands that copy the designer labels in their garments. The label doesn’t make a lot of profit by not reaching the target consumer.

Figure 18. The Blonde Salad (2012)

CLASSIC CLEAN CUTS WITH SUBTLE FEMININITY

Figure 19. Roses de ChloĂŠ (2013)

The Masion in the market

Affordable

16 Figure 20, 21, 22, 23, 24, 25, 26, 27, 28. Designer logos (2014)

Prestigious to own

Expensive

‘The location of a brand in relation to its competitors in some pre-defined space’. (Esomar.org 2012). House of Chloé is a very strong grounded label which has been through all the decades when fashion varied the most. Gaby Aghion from the beginning has created Chloé to be a successful designer label - very prestigious to

own. Around the circle of its competitors, Chloé has been put in the high-end of the expensive designers, for example Celine and Chanel, as well as, Saint Laurent. Currently Chloé is still a well-respected brand among the designer labels – present collections show development into the trend forecast by Clare Waight Keller. 17

Figure 29. Competitors (2013)

Competitors Chloé was established on very strong foundations – Aghion knew what she wanted the Chloé image to be. She created the brand and let it develop throughout decades, only growing and not falling behind other designer brands. It is thought that Chloé and Celine are the two leading fashion labels in France at the moment. Both represent females and speak for them, through their garments and campaigns. Femininity is shown through the pale pastels, as well as, simple cuts in all of their designs. Celine is one of Chloé’s biggest competitors among the luxury fashion labels. Chloé was once led by Phoebe Philo for 5 years, after which she resigned to become a mother. Now, she is working as a creative director of Celine. Other competitors are Chanel, Christian Dior and Saint Laurent – all chic, sexy and trés Francais. ‘See by Chloé’ has its own competitors too – these are the brands that are attracting younger fashion orientated females – Lanvin, Isabel Marant and Sonia Rykiel.

Chloé woman Chloé is an upper class intellectual and wealthy female. Empowered, engaged and liberated. She is very feminine and romantic, however rejects the thought of being ‘fashionable’ – she dresses for herself, to bring out her beauty in a voguish but quick and easy way. Fast friends are what Chloé women are – they are very optimistic and forward-looking. Age is just a number for them. Gaby Aghion once said: “there isn’t a Chloé woman. But she is a typical Parisian woman. Paris is a city that exudes something very important.” Figure 30. Chloé SS 2007 (2007)

“There isn’t a Chloé woman. But she is a typical Parisian woman. Paris is a city that exudes something very important.” - Gaby Aghion

Attitudes Chloé.Attitudes is the first exhibition dedicated to the brand and to celebrate its 60-years anniversary of being a part of the fashion culture. In 1952, Gaby Aghion established the brand and made it grow from a first ever design. Over half a century, Chloé’s vision of romantic, ultra feminine fashion lives on. Since Chloé doesn’t concentrate so much on promotion and marketing this was a great opportunity for them. Chloé doesn’t focus so much on the social media – it is all about unique communication with a consumer.

The exhibition took place in the newly refurbished galleries of Palais de Tokyo in Paris,

Figure 31. Chloé Attitudes (2007)

‘[...] when Gaby Aghion started Chloé in 1952, it was the only high-end fashion house in Paris exclusively selling ready-towear clothing.’ - vogue.com (Betker 2013) France. The aim of it was to celebrate the key moment of extraordinary figures in fashion history. The exhibition featured signature pieces from Chloé’s nine designers throughout the decades – starting with the founder Gaby Aghion, to its present creative director Clare Waight Keller. During the private view of Chloé.Attitudes, everyone was asked to leave a small

message to remember the celebration of the 60th anniversary of the house – a special way of marking the occasion in their own way. It was the every individual’s time to shine in the themed private booth, which the guests got to leave a simply recorded message, a note or anything that they felt expressed their feelings in the best way. 23

The New concept

Introduction

See by Chloé is a big part of the Masion. The company has been built on strong foundations which helped it grow throughout. Although, the brand is so popular and appeals to the targeted consumer group – it is thought that See by Chloé isn’t as successful as other ready-to-wear collections. One of the reasons is the lack of promotion – to be successful, a label needs to have an unbeatable marketing strategy that is recognised all over the world. Even though, Chloé as a whole doesn’t require promotion – See by Chloé, does. Facts are that it is very new and not as recognised to the industry. However, this is a great time to introduce it and make

it something new, something completely different – because that’s what the collection really is about. Without having to interrupt the values of the brand, the marketing strategies would go with what Chloé does best which is using media to promote. The brand has been previously organising launch parties to introduce their new campaigns to the world – this is one of Chloé’s many advantages – simplicity and unbeatable chic which lets them do something so simple and still win. All Chloé collections are sold online and in concessions in large department stores, for example Harvey Nichols. The Masion has opened

exclusive boutiques all over the globe, within which there are flagship stores in all the fashion capitals. The main focus is on selling the readyto-wear collections, as well as, accessories including the famous leather Baylee handbag. See by Chloé is mainly sold in concessions like Selfridges, as well as, online. To reach the target consumer group for this particular collection, the house of Chloé decided to partner with ASOS.com to raise their sales – this is only exclusive to See by Chloé. Although, the collection is being sold in stores and online, it is a massive disadvantage that there isn’t a separate boutique just for it.

See by Chloé boutique would not only boost the sales of it for the Masion, but also let them keep the status of a well-respected brand without interrupting its original values. Chloé has French roots which means that this is the country the first boutique will be opened in – it will raise the awareness of how important the image and history of the company is to the Masion. The

Round

the charming

streets of

Gauche.

Paris, Rive

brand is all about romance and femininity, which will be the main focus when designing the interior of the store, as well as, more importantly choosing a perfect location. Gaby Aghion was a Left Bank habitué. It was a home for her and Raymond – the couple fell in love with the city at first sight. It was early 50s, when Chloé was born in a small café round the charming streets of Paris, Rive Gauche . The location of the new boutique is quite so obvious. 28

Figure 32. Eiffel tower (2013), Figure 33. Charming streets of Paris (2010)

Individual boutique

Inspiration/ideas for the new See by ChloĂŠ boutique.

Figure 34. Bello Ann SS10 (2010), Figure 35. Rita French Country Barrel Back Antique Gray Loveseat (2013), Figure 36. Eskimo Brown Faux Fur 20” Square Decorative Pillow (2013), Figure 37. Ornate Canopy & Column Mirror (2013), Figure 38. Lagoa coffee table (2013), Figure 39 and 40. See by Chloé Fall13.

The boutique will follow the simplicity of the Chloé ready-to-wear stores. “The lighting here, as in all the stores, is typical of a museum or art gallery: spotlights modelling or flooding the clothes just as you would light a sculpture or painting. At night only the mannequins are illuminated for dramatic effect.” – Sophie Hicks Architects (2005), who designed the previous Chloé stores in Paris and other cities. The idea is to with the first step through the glass doors, give the customer an experience of the Chloé woman surrounding them throughout the garments, as well as, having a private space within the city of “opulence and extravagance” as the architects have described it.

“[...]

spotlights

modelling or flooding the clothes just as you would light a sculpture or painting.

night only the mannequins are illuminated for dramatic effect.” - Sophie Hicks Archicetcs (2005)

The first step would be introducing the idea to the press, by writing a press release and inviting the top fashion magazines to write reviews on the event. The target customers See by Chloé aims at are the current blogging fashionistas – they have not only taken over the fashion online industry, however they have become a massive influence to the young public. It is important to keep in mind that the bloggers write reviews on the events they 32

attend - a small group of the most wanted, as well as, the ones known to be previously working with Chloé, will present the new concept to the online world. To attract the invitees from the very beginning, Chloé will send out invites with a small silver plated bracelet with initials of the person receiving. Small details like quotes of the famous founder Gaby Aghion will be printed on the walls, in-between the panels with street photography of Paris – to give everybody attending the feel of the brand’s charm and romance. Chelsea Leyland will be to DJ during the night to set the right mood. She is a respected DJ, well-known for working at launch parties and fashion events over the past couple of years. Guests will also get a chance to have a look at the new See by Chloé collections through the campaign videos projected on the screens above. Raising the oversized screens will give the audience the feel of power of the Masion and hopefully let them adore the brand even more.

Figure 41. NYC Photo – Carrie Bradshaw apartment (2013), Figure 42. Paris remembered small (2013), Figure 43. See by Chloé Pre-Fall14 (2013), Figure 44. Garbo Gilded Chandelier (2013), Figure 45. Islander Single Citronella Flame Patio Post Lantern (2013), Figure 46. Dj Chelsea Leyland (2012), Figure 47. Chelsea Leyland (2012), Figure 48. Love heart clipart (2013).

As Chloé is such as successful brand, it is important to remember about keeping the values that they are recognised for – chic, simplicity and femininity. The Masion is known for the launch parties they have previously organised to introduce their new campaigns. One of the perfume launches was held at the Hotel de la Monnaie, which required a change of its interior design to suit the Chloé mood. The only promotion Chloé requires is being itself – an independent, effortless, but still strong.

Launching the new idea

Inspiration/ideas for the launch party.

The Then and the Now, and the Other. Summarizing all my research, Chloé is a brand that has been built on strong foundations, which helped it throughout its being. It is simple but chic, it has elegance but it’s also fashionable. Every brand has a gap in its core – Chloé’s is the See by Chloé collection. This is the reason why focusing the new concept on this part of the label will help the Masion with its missing puzzle pieces. It will not only help them raise the sales of See by Chloé, but also let the collection grow within the younger generations interested in fashion. It will give them the opportunity to expand as a brand further and get more consumers following them and their trends.

Bibliography

Books • Jones, T., and Rushton, S., eds., 2008. Fashion Now 2. In: L. Cochrane, ed. Chloé. London: Taschen, 2008, pp. 152-155. Blogs • Anon., 2014. My ideal home [online blog]. 17 January. Available at: http://myidealhome. tumblr.com/ [Accessed 17 January 2014]. • The Blonde Salad [pseudonym of Chiara Ferragni], 2012. Chiara Ferragni Milan Fashionweek Series: Day 6. The Blonde Salad [online blog]. 28 September. Available at: http://www.theblondesalad.com/2012/09/ chiara-ferragni-milan-fashionweek-seriesday-6.html [Accessed 20 December 2013]. • Alice Point [pseud.], 2012. Chloé Alphabet - Q. Alice Point [online blog]. 13 November. Available at: http://alicepoint.com/2012/11/ chloe-alphabet-q.html [Accessed 20 December 2013]. • Fashion Squad [pseudonym of Carolina Engman], 2012. Chloé Alphabet W. Fashion Squad [online blog]. 24 October. Available at: http://www.fashionsquad.com/en/chloealphabet-w/ [Accessed 20 December 2013]. Wikis •Anon., 2013. Chloé. Wikipedia [online]. Available at: http://en.wikipedia.org/wiki/ Chlo%C3%A9 [Accessed 15 December 2013]. • Anon., 2014. Phoebe Philo. Wikipedia [online]. Available at: http://en.wikipedia.org/ wiki/Phoebe_Philo [Accessed 18 December 2013]. Websites • Anon., 2013. Ready-to-wear Fall 2013 [online]. Paris: Chloe.com. Available at: http:// www.chloe.com/#/collections/ready-to-wear/ fall-2013/en [Accessed 19 December 2013]. • Anon., 2010. Behind the scenes: Chloé’s new perfume shoot! [online]. London: IPC Media. Available at: http://www.instyle.co.uk/ beauty/news/behind-the-scenes-chloe-s-newperfume-shoot [Accessed 26 December 2013]. • Anon., 2013. Fashion | Autumn – winter 2013 | ready-to-wear | Chloé-pre [online]. London: Condé Nast. Available at: http://www.vogue. co.uk/fashion/autumn-winter-2013/ready-towear/chloe-pre/full-length-photos [Accessed 26 December 2013]. • Anon., 2013. Phoebe Philo [online]. London: Condé Nast. Available at: http://www.vogue.

co.uk/person/phoebe-philo [Accessed 18 December 2013]. • Anon., 2012. Chloé Alphabet [online]. Paris: Chloe.com. Available at: http://www.chloe. com/alphabet/ [Accessed 14 December 2013]. • Anon., 2012. Kaleidoscope | Chloé Alphabet [online]. Paris: Chloe.com. Available at: http:// www.chloe.com/alphabet/kaleidoscope/ [Accessed 14 December 2013]. • Anon., 2014. History [online]. Paris: Chloe. com. Available at: http://www.chloe.com/#/ shortcut/history/en [Accessed 15 December 2013]. • Anon., 2014. Glossary – B [online]. Amsterdam: esomar.org. Available at: http:// www.esomar.org/index.php/glossary-b.html [Accessed 18 December 2013]. • Anon., 2013. WGSN.com [online]. London: WGSN. Available at: http://www.wgsn.com/ [Accessed on 20 December 2013]. • Anon., 2013. Chloe – Designer Fashion Label [online]. New York: New York Media, LLC. Available at: http://nymag.com/thecut/ fashion/designers/chloe/ [Accessed 21 December 2013]. • Guiltbault, L., 2012. Chloé’s Campaigns: Spirited Away [online]. New York: Paul Jowdy. Available at: http://www.wwd.com/medianews/advertising/chlo-campaigns-spiritedaway-6344946 [Accessed 20 December 2013]. • Anon., 2013. Spring 2013 ready-to-wear See By Chloé [online]. New York: Condé Nast. Available at: http://www.style.com/ fashionshows/complete/S2013RTW-SEE [Accessed 15 January 2014]. • Polyvore, 2014. Polyvore.com [online]. Northern California: Polyvore. Availabe at: http://www.polyvore.com [Accessed 29 December 2013]. • Castro, A., 2009. Chloé [online]. San Francisco: LinkedIn Corporation. Available at: http://www.slideshare.net/alvarocastro/chlo [Accessed 28 December 2013]. • Vincent, C., 2009. Chloé [online]. San Francisco: LinkedIn Corporation. Available at: http://www.slideshare.net/chloevincent/chlo13046661# [Accessed 28 December 2013]. Films • Chloé, 2010. [DVD]. Videofashion Network. New York: Insight Media distrib, 2010.

List of references •Anon., 2013. Chloé. Wikipedia [online]. Available at: http://en.wikipedia. org/wiki/Chlo%C3%A9 [Accessed 15 December 2013]. • Anon., 2013. Ready-to-wear Fall 2013 [online]. Paris: Chloe.com. Available at: http://www.chloe.com/#/collections/ready-to-wear/fall-2013/ en [Accessed 19 December 2013]. • Anon., 2013. Fashion | Autumn – winter 2013 | ready-to-wear | Chloé-pre [online]. London: Condé Nast. Available at: http://www.vogue.co.uk/ fashion/autumn-winter-2013/ready-to-wear/chloe-pre/full-length-photos [Accessed 26 December 2013]. • Anon., 2012. Chloé Alphabet [online]. Paris: Chloe.com. Available at: http://www.chloe.com/alphabet/ [Accessed 14 December 2013]. • Anon., 2012. Kaleidoscope | Chloé Alphabet [online]. Paris: Chloe.com. Available at: http://www.chloe.com/alphabet/kaleidoscope/ [Accessed 14 December 2013]. • Anon., 2014. History [online]. Paris: Chloe.com. Available at: http:// www.chloe.com/#/shortcut/history/en [Accessed 15 December 2013]. • Anon., 2014. Glossary – B [online]. Amsterdam: esomar.org. Available at: http://www.esomar.org/index.php/glossary-b.html [Accessed 18 December 2013]. • Anon., 2013. WGSN.com [online]. London: WGSN. Available at: http:// www.wgsn.com/ [Accessed on 20 December 2013]. • Castro, A., 2009. Chloé [online]. San Francisco: LinkedIn Corporation. Available at: http://www.slideshare.net/alvarocastro/chlo [Accessed 28 December 2013]. • Polyvore, 2014. Polyvore.com [online]. Northern California: Polyvore. Availabe at: http://www.polyvore.com [Accessed 29 December 2013]. • Vincent, C., 2009. Chloé [online]. San Francisco: LinkedIn Corporation. Available at: http://www.slideshare.net/chloevincent/chlo-13046661# [Accessed 28 December 2013].

List of illustrations • Figure 1. Anon., 2013. Floating roses [digital image]. Blogspot. Available at: http://4.bp.blogspot.com/-6Ml0IhGp_L4/ UlUe6tmj7XI/AAAAAAAASMw/U-T1aQawZPk/s1600/ Roses+De+Chloe+7.JPG [Accessed 15 December 2013]. • Figure 2. Anon., 2014. Chloé logo [digital image]. Google. Available at: http://www.chloe.com/chloe-english.html [Accessed 15 December 2013]. • Figure 3. Wilczek, K., 2013. Chloé store Sloane Street [photograph]. London. • Figure 4. Suchocki, I., 2012. Balloons over Paris [photograph]. Paris. • Figure 5. Morales, A., 2013. Eiffel Tower vector [digital image]. Dreamstime. Available at: http://www.dreamstime. com/stock-photography-eiffel-tower-vector-image6353942 [Accessed 30 December 2013]. • Figure 6. Anon., 2013. Gaby Aghion [digital image]. Buro247. Available at: http://www.buro247.ua/fashion/ news/60-letie-doma-chlo-eskizy-yubileynoy-kollektcii.html [Accessed 4 January 2014]. • Figure 7. Aghion, R., 1945. Portrait of Gaby Aghion [digital image]. Chloé Alphabet. Available at: http://www.chloe.com/ alphabet/gaby/ [Accessed 2 January 2014]. • Figure 8. Anon., 2013. Roses de Chloé [digital image]. Chloé YouTube. Available at: http://www.youtube.com/watch?v=lpCxolAn3bY [Accessed 22 December 2013]. • Figure 9. Orpin, B., 2013. Built by Wendy [digital image]. Beci Orpin. Available at: http://beciorpin.com/projects/builtby-wendy/#5 [Accessed 23 December 2013]. • Figure 10. Barloga, D., 2011. Le Masion – Paris, Left Bank [photograph]. Paris: Dennin Barloga Photography. • Figure 11. Anon., 2013. Café sign in Left Bank [digital image]. Pinterest. Available at: http://www.pinterest.com/ iconjane/i-love-signs/ [Accessed 22 December 2013]. • Figure 12. Anon., 2013. Abu Simbel [digital image]. Pinterest. Available at: http://www.pinterest.com/ pin/324470348123456915/ [Accessed 15 January 2014]. • Figure 13. Anon., 2013. Giza pyramids [digital image]. Pinterest. Available at: http://www.pinterest.com/ pin/326018460494779455/ [Accessed 15 January 2014]. • Figure 14. Anon., 2013. Egyptian camel [digital image]. Pinterest. Available at: http://www.pinterest.com/ pin/524880531542509611/ [Accessed 15 January 2014]. • Figure 15. Anon., 2013. Ancient Egypt [digital image]. Google. Available at: http://www.ancient-egypt.info/2013/09/ the-new-kingdom-of-ancient-egypt.html [Accessed 15 January 2014]. • Figure 16. Anon., 2013. Giza pyramids [digital image]. Pinterest. Available at: http://www.pinterest.com/ pin/286471226271209957/ [Accessed 15 January 2014]. • Figure 17. Anon., 2013. Giza pyramids [digital image]. Pinterest. Available at: http://www.pinterest.com/ pin/326018460494779455/ [Accessed 15 January 2014]. • Figure 18. Anon., 2012. The Blonde Salad [digital image]. The Blonde Salad. Available at: http://www.theblondesalad. com/2012/05/at-the-park-after-the-rain.html [Accessed 10 January 2014]. • Figure 19. Bauknecht, S., 2013. Roses de Chloé [digital

image]. Sandra’s closet. Available at: http://www.sandrascloset.com/amazing-new-scent-roses-de-chloe/ [Accessed 10 December 2013]. • Figure 20. Anon., 2014. Sonia Rykiel logo [digital image]. Pinterest. Available at: http://www.pinterest.com/search/ pins/?q=fashion%20designer%20logo [Accessed 12 December 2013]. • Figure 21. Anon., 2014. Lanvin logo [digital image]. Pinterest. Available at: http://www.pinterest.com/search/pins/?q=fashion%20designer%20logo [Accessed 12 December 2013]. • Figure 22. Anon., 2014. Isabel Marant logo [digital image]. Pinterest. Available at: http://www.pinterest.com/search/ pins/?q=fashion%20designer%20logo [Accessed 12 December 2013]. • Figure 23. Anon., 2014. Dior logo [digital image]. Pinterest. Available at: http://www.pinterest.com/search/pins/?q=fashion%20designer%20logo [Accessed 12 December 2013]. • Figure 24. Anon., 2014. Saint Laurent logo [digital image]. Pinterest. Available at: http://www.pinterest.com/search/ pins/?q=fashion%20designer%20logo [Accessed 12 December 2013]. • Figure 25. Anon., 2014. Chloé logo [digital image]. Pinterest. Available at: http://www.pinterest.com/search/pins/?q=fashion%20designer%20logo [Accessed 12 December 2013]. • Figure 26. Anon., 2014. Louis Vuitton logo [digital image]. Pinterest. Available at: http://www.pinterest.com/search/ pins/?q=fashion%20designer%20logo [Accessed 12 December 2013]. • Figure 27. Anon., 2014. Celine logo [digital image]. Pinterest. Available at: http://www.pinterest.com/search/pins/?q=fashion%20designer%20logo [Accessed 12 December 2013]. • Figure 28. Anon., 2014. Chanel logo [digital image]. Pinterest. Available at: http://www.pinterest.com/search/pins/?q=fashion%20designer%20logo [Accessed 12 December 2013]. • Figure 29. Anon., 2013. Competitors [digital image]. Pinterest. Available at: http://www.pinterest.com/search/ pins/?q=competitors [Accessed 14 January 2014]. • Figure 30. Lamsweerde, I. and Matadin, V., 2007. Chloé SS07 [digital image]. Chloé Alphabet. Available at: http:// www.supermodels.nl/ [Accessed 4 January 2014]. • Figure 31. Anon., 2012. Chloé Attitudes book [digital image]. Chloé. Available at: http://www.chloe.com/#/chloebook/en [Accessed 15 January 2014]. • Figure 32. Anon., 2013. Eiffel tower [digital image]. Sri Saai Groups. Available at: http://www.srisaaigroups.com/p/gallery_3308.html [Accessed 15 January 2014]. • Figure 33. Anon., 2010. Charming streets of Paris [digital image]. Pinterest. Available at: http://www.pinterest.com/ pin/134193263870585949/ [Accessed 15 January 2014]. • Figure 34. Anon., 2013. Bello Ann SS 2010 [digital image]. Polyvore. Available at: http://www.fashionserved.com/ [Accessed 16 January 2014]. • Figure 35. Anon., 2013. Rita French Country Barrel Back Antique Gray Loveseat [digital image]. Polyvore. Available at: http://www.kathykuohome.com/Product/Detail/6203Rita-French-Country-Barrel-Back-Antique-Gray-Loveseat [Accessed 16 January 2014].

• Figure 36. Anon., 2013. Eskimo Brown Faux Fur 20” Square Decorative Pillow [digital image]. Polyvore. Available at: http://www.lampsplus.com/products/Eskimo-BrownFaux-Fur-20-inch-Square-Decorative-Pillow__3V549.html [Accessed 16 January 2014]. • Figure 37. Anon., 2013. Ornate Canopy & Column Mirror [digital image]. Polyvore. Available at: http://www.bellemaisonfrancaise.com/canopy-column-mirror.html [Accessed 16 January 2014]. • Figure 38. Tunico, T., 2013. Lagoa coffee table [digital image]. Polyvore. Available at: http://www.1stdibs.com/ furniture/tables/coffee-tables-cocktail-tables/lagoa-coffee-table-tunico-t/id-f_807521/ [Accessed 16 January 2014]. • Figure 39. Anon., 2013. See by Chloé Fall 2013 [digital image]. Polyvore. Available at: http://www.fashiongonerogue. com/see-by-chloe-pre-fall-2013-collection/ [Accessed 16 January 2014]. • Figure 40. Anon., 2013. See by Chloé Fall 2013 [digital image]. Polyvore. Available at: http://www.fashiongonerogue. com/see-by-chloe-pre-fall-2013-collection/ [Accessed 16 January 2014]. • Figure 41. Suchocki, I., 2013. NYC Photo – Carrie Bradshaw apartment [digital image]. Polyvore. Available at: http://www. etsy.com/ [Accessed 16 January 2014]. • Figure 42. Schneider, L., 2013. Paris remembered small [digital image]. Polyvore. Available at: http://stampington. com/the-shoppe-art-stamps/art-stamps-full-collection/Paris-Remembered-Small [Accessed 16 January 2014]. • Figure 43. Anon., 2013. See by Chloé Pre-Fall14 [digital image]. Polyvore. Available at: http://www.style.com/fashionshows/complete/slideshow/2014PF-SEE/#14 [Accessed 16 January 2014]. • Figure 44. Anon., 2013. Garbo Gilded Chandelier [digital image]. Polyvore. Available at: http://www.belleescape.com/ gold-chandelier-wood-beads-draped.html [Accessed 16 January 2014]. • Figure 45. Anon., 2013. Islander Single Citronella Flame Patio Post Lantern [digital image]. Polyvore. Available at: http:// www.brookstone.com/islander-single-citronella-flame-patio-post-lantern?bkeid=cj|cj|2687457|10373017|Brookstone+Product+Catalog [Accessed 16 January 2014]. • Figure 46. Flores, M., 2012. DJ Chelsea Leyland [digital image]. Polyvore. Available at: http://www.refinery29.com/ best-williamsburg-bars [Accessed 16 January 2014]. • Figure 47. Anon., 2012. Chelsea Leyland for Vogue [digital image]. Polyvore. Available at: http://www.vogue.it/ [Accessed 16 Janaury 2014]. • Figure 48. Anon., 2013. Love heart clipart [digital image]. Polyvore. Available at: http://www.etsy.com/ [Accessed 16 January 2014]. • Figure 49. Bourdin, G., 1979. Vogue France, February 1979 [digital image]. Vogue. Available at: http://en.vogue.fr/ fashion-culture/fashion-exhibitions/diaporama/the-chloeexhibit-at-the-palais-de-tokyo/9964/image/619526 [Accessed 19 January 2014].

Karolina Wilczek N0493118 Fashion Communication and Promotion Level 1, Visual Awareness FASH10105 Word count: 2,153 minus quotes