analysis
Corporate Profile///4 Current Situation///6 Communication Background///7 Target Market///7 The Message ///9
editorial
The Models///10 The Stylist///12 Photographer & Art Director///13 The Location///14 Preparation & Layout///15 Web///16
catalogue///17
content
corporate profile Gaby Aghion founded Maison Chloé in 1952 as an alternative to the stiff formality of Haute Couture, the first luxury ready-to-wear collection was designed. Chloé offers elegant and modern garments with relaxed silhouettes in high-quality fabrics and refined fabrics. Maison Chloé’s headquarters were established in Paris and was managed at the beginning by Jacques Lenoir in the business side of the brand and Gaby as the creative director. Through the years, Chloé has recruited and trained a large number of designers in the past 70 years that have kept alive the originality and romanticism of the brand. Karl Lagerfeld was one of the most important creative directors of the brand from 1970 to the late 80’s, and later in the 90’s, designing some of the most iconic Chloé garments. Martine Sitbon, Stella McCartney, Phoebe Philo, Hannah MacGibbon, Claire Waight Keller were the following women creative directors of Chloé who have kept the brand’s amazingness with a touch of modernity every single time for the past 20 years, proving that the brand, is made by women for women. Natacha Ramsay-Levi has been the latest addition to this house as the creative director for ready-to-wear, leather goods and accessories.
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current situation Chloé nowadays, having Natacha Ramsay-Levi as its creative director, its continuing to respect the feminine DNA created by its founder, but, as well as its past creative directors, is exploring new designs that will bring the brand to light. Ramsay-Levi its interested in exploring the Bohemian part of Chloé by getting inspiration from their archive and by the feeling free spirited women give. On the other hand, the creative director shares that she has made a concerted effort to be “louder” with her campaigns shot by Steven Meisel and featuring model Imaan Hammam and collaborations with Arab muses like actor Leïla Slimani and director Houda Benyamina with whom she conducted radio podcasts discussing womanhood. “Femininity has evolved, and yet, not that much. After all, since women could talk, we have interesting things to say. There have always been female voices. Today, we are being heard.” (Minthe, 2019) One of the brand’s main issue today its their struggle to properly engage with social media users, even though it is a fell known brand, it is not realeasing content creative or interesting enough to generate a meaningfull engagement with their followers taking into acount how famous the brand is. Today’s consumer its not aware of the massive and important heritage this brand has, and how many famous and well-known designers have been creating for Chloé before. Above this, the brand its starting to be aware of the importance of having different race representation among their models and campaigns, since in a time where diversity has finally gain a space for discussion, it is important to show consumers that the brand its inclusive and women around the world can wear it .
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communication background Symbol, Organization, Person Chloé doesn’t have a logo that brandishes the products or packages. However, its recognizable through images such as the classic bow, the brand name typography and from the pastel/natural colour palette used in their packaging. Chloé symbolises freshness, femininity and relaxation which is embodied by the ‘Chloé Girl’ who represents the brands values and messages. Chloé Girl gives the brand identity and allows women to identify with the brand. The house its part of the RicheMont group, a luxury holding company who owns MontBlanc and Peter Millar as well. Chloé, with these other brands, has produce a tremendous increase in sales for the holding group.
target market The Chloé women is between the ages of 20-45 (although is not restricted to), intellectual with a high income. Is empowered, liberated and independent, yet feminine and romantic. She dresses for herself and its very stylish, although doesn’t consider she is a fashionista – not following new trends, but a-temporal style. See by Chloé targets a younger audience (18-25), giving the possibility to a wide range of women to discover their inner Chloé Girl. The brand relaxed bohemian feel and elegant modernity appeals to a woman who wants to be free, loose and simple but still wants to be stylish, powerful and well dressed. ‘’There isn’t a Chloé woman. But she is a typical Parisian woman. Paris is a city that exudes something very important’’ -Gaby Aghion
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the message This new capsul collection is meant to offer the Chloé Girl pieces she can wear forever. These pieces are classics that can be place in any spot of Chloé’s timeline, because they carry the purest parts of the brand’s DNA. The colors and pieces in this collection are made to be paired with any accesories and other pieces the Chloé Girl wants to built with them, since these are garments built for women to construct their style and personally with them. These pieces are wearable day and night, characterizing natural, femenine and conscious women. The collection seeks to celebrate Chloés DNA and timeless pieces and wants to atract new customers to dare to have a piece that communicates such strong women values.
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the models For this catalogue, ChloĂŠ is working with models with different looks, to promote a more diverse campaign.
Felice Nova Noorhoff Netherlands
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Natalia Montero Colombia
Chu Wong China
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the stylist Camille Bidault-Waddington Her international reputation has led to her collaboration with designers in London, Paris, Milan and New York. In the past, she has worked with Chloé several times due to her close relationship with Martine Sitbon, former Chloé creative director.
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the photographer & art director Shayne Laverdiere Know for his elegant, simple, cinematic approach Shayne has captured many of the leading actors of our era. Shayne has collaborated with international brands and magazines and has a close, and ongoing creative relationship with acclaimed film director Xavier Dolan.
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the location The photoshoot will be done outdoors, in Cadaques, Catalonia. This town was choose because of its arcquitecture of little white houses, kepping the backgrounds simple but still giving it a fresh and modern vibe. The backgrounds are supposed to look rustic but plain in color, so the graments can beprotagonic and transmit the feeling of being fresh, light and easy to wear in neutral weathers.
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preparation & layout The photos are meant to be taken in plain background of the town so the model and the garment can pop out. The photos will be edited to have a warm light, but with a ray of sunlight as the brand usually does in their summer/spring collection campaigns. The models are meant to look effortless and simple, with beachy hairstyles and tan, very natural make-up. The idea is for them to look flowy and joyful but not smilling.
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web
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https://chloetimeless.wordpress.com/chloegirls/
atemporal catalogue
bibliography Achim 2019, Catching Up with the Chloé Girl, Jing Daily, viewed 10 of January 2020, [https:// jingdaily.com/chloe-china-ceo/] Chloé Official Website, Maison, History [https://www.chloe.com/experience/en/maison/] Minthe 2019, Chloé’s Natacha Ramsay-Levi: “There have always been female voices. Today, we are being heard.” , Vogue Arabia, viewed 10 of January 2020, [https://en.vogue.me/ fashion/interview-natacha-ramsay-levi-chloe-creative-director/] Whitney 2012, Chloé at Sixty, Harper’s Bazaar, viewed 20 of January 2020, [https://www.harpersbazaar.com/fashion/designers/g2287/chloe-60-year-anniversary-1012/] Portrait of Chloé creative director Natacha Ramsay-Levi. Published in Vogue Arabia February 2019 issue. Courtesy Chloé Clara, C 2014, Cadaqués, Cristina Clara Fotografía, Cataluña. Wales, C 2017, Chloé s/s 2017 campaign, Rude Magazine, International. Aarb Magazine 2017, CHLOE S/S ’17 AD CAMPAIGN, Aarb Magazine, http://aarbmagazine. com/chloe-ss-17-ad-campaign/ Swarz, A 2019, A-Temporal, Pink Filosofy Official Website, Bogotá, https://www.pinkfilosofy. com/producto/a-temporal-10/ Bew, S 2019, A Brief History of the Wonder Women of Chloé, AnOther Magazine, https://www.anothermag.com/fashion-beauty/11548/wonder-women-of-chloe-phoebe-philo-stella-mccartney-natacha-ramsay-levi-aw19 Models: Felice Nova Noordhoff, Natalia Montero, Chu Wong, available at models.com Models. 2016, Shayne Laverdiere, Models.com Sion, T 2018, Chloé Pre-fall 2018, Models.com, Paris, https://models.com/work/chloe-chloepre-fall-2018 Natalia Montero for Chloé 2019, Pinterest, https://www.pinterest.cl/ pin/728809152174636415/ Chu Wong by Jingna Zhang for Harper’s Bazaar China March 2019, https://leah-cultice.tumblr.com/post/183531147539/chu-wong-by-jingna-zhang-for-harpers-bazaar-china CAMILLE BIDAULT WADDINGTON, portrait, Instagram.com, https://www.showstudio. com/contributors/camille_bidault_waddington Meisel, S 2019, Chloé Spring/Summer 2019, The Fall Magazine, https://thefallmag.com/ hip-replacement-chloe-ss19/
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Atemporal Natalia Dussรกn Manchola BA Fashion marketing & communication, Level 5, 2019-20 5FAMK003C Visual and video techniques CWK1 Nicolas Godon