FASHION MULTIMEDIA- STUDENT DAZED ARTICLE 1/3

#chloéISME SS19

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#chloéISME SS19 Photography by Maria Monteiro

Sisters, where do you wear Chloe?

FASHION- LIFE AND CULTURE

With much anticipation Chloe presents a launch of an online campaign to celebrate the #CHLOEGIRL 18TH FEBRUARY 2019 Text Maria Campos Monteiro Photography Maria Campos Monteiro

Natacha Ramsey- Levi has created her stand since joining Chloé back in 2017. She has found the right amount of stability and alteration in the brand whilst keeping its original brand heritage. Its sisterhood reputation is constantly repeated across their campaigns and it can be seen again in their SS18 campaign.

This time Chloé used industrial architecture as inspiration for their FW18 fashion film. Models were seen walking across a building site inspire set; using repeated motion and scene in front of the New York scenery. An environment that wouldn’t be expected for #chloéGirls to be in. In previous campaigns the #chloéGIRL is seen in a graceful and elegant safe environment. Along with their change of creative director they have decided to change the feel of their visual campaigns whilst still upholding their brand image of delicacy, natural and tonal. Chloé paired the props which were a tarnished concrete runway, thick ropes and shipping containers with gold chunky hardware and tonal printed clothing to create a sense of toughness in the ‘delicate’ woman. The gold accessories being the hero piece that pulled the outfits in the campaign together.

Their next campaign which was the Spring 2019 Ready to Wear collection by Natasha Ramsey-Levi revolutionaised boho chic luxury and experimented with luxury modernistic hippie; which once again Ramsey- Levi nailed. Ramsey-Levi kept the same tonal tradition with experimental changes to advance Chloé further into the fashion industry.

Chloé’s current campaign named #chloéISME is inspired by their FW18 and Spring 2018 collection. It’s a mixture of the Chloé wild side with the use of snake print in their collection along with the Spring Ready to Wear collection use of a different environment. The campaign is about the #chloéGIRL being in her natural environment or still wearing Chloé to her taste wherever she may be. The campaign is to show that not every #chloéGIRL is perfect as they are usually portrayed by the brand. #chloéISME is also an extension on the “The Full English — in collaboration with Semaine” short film. The short film showed a different and ‘bitchy’ perception of #chloéGIRLS. The women in the video were very high maintenance and stuck up which is a stereotype of a #chloéGIRL; she might be calm and collected to match what she’s wearing but she’s got an outspoken persona as well. The short film also inspired Chloé to create this campaign by allowing women to post themselves wearing Chloé whilst in a new environment. Their short 12 second clips show a non-typical #chloéGIRL in her unrefined daily life even including a can of beer and a washing line. Although its background is far from luxury the powerful message and shots showed richness and affluence.

Chloé has burst through the seams of having a modest and closed Instagram page by letting their customers and fans post images of them wearing and styling Chloé in their own way and in the natural environment using the hashtag ‘#chloéISME’. Its strategic business move is to pilot a younger consumer to their market. Expanding their market into other segment groups can create more awareness for them and make them appear somewhat ‘cooler’ rather than the ‘stuck up’ perception they receive and have.

Chloe presents #chloeISME a campaign to celebrate the #chloeGIRLS of the world.

Chloe presents #chloeISME a campaign to celebrate the #chloeGIRLS of the world.

Chloe presents #chloeISME a campaign to celebrate the #chloeGIRLS of the world.

The Chloé “The Full English — in collaboration with Semaine” highlights today’s problems in the womanhood culture. It goes deeper into the roots of what social media can do to girls and how it can lead to bullying not only online but in real life also. Its controversial scenes exhibited two girls conversating badly about another girl that was sitting near them; a scene that is often reenacted in real life by people and ‘internet trolls’. Acts on social media now impact women more than ever; affecting their self-esteem, physically can emotionally.

However, not all’s bad from Chloé; Natacha Ramsey- Levi has created an edgier look for Chloé and the #chloéGIRLS community. Its edgier current format gives a sense of empowerment for Chloé fans and just women all around the world. It is a big transition from the perception they used to display before. Chloé girls before was recognised as an elite private group of high-end models and celebrities but now anyone can be a #chloéGIRL. This empowerment of women on seems to be on the rise with Chloé as their campaigns show a deeper connection between the community of #chloéGIRLS.

View some of the images from the campaign here and head to their official website and Instagram for the full campaign.