Chloé, the luxury and ultra-feminine fashion label, turns 60 years young this September. From its Parisian inception in 1952, by progressive founder Gaby Aghion, through to current day Creative Director, Clare Waight Keller, it has built an enviable legacy of luxury ‘Prêt-à-Porter’.
Chloé.Attitudes is an exhibition celebrating Chloé’s 60-year contribution to fashion culture. The exhibition, at Palais de Tokyo, Paris, takes a playful and thematic path through Chloé’s creativity, pausing at key moments within its history. Opening on 29th September and running until 18th November 2012, it has been created by renowned Exhibition-maker and professor of fashion and museology, Judith Clark.
After a competitive pitch, Chloé commissioned Guided to deliver a digital heritage experience, designed to coincide with the Chloé.Attitudes exhibition and extend its reach. In response, Guided created ‘The Alphabet’: a unique and innovative digital exploration of the Chloé heritage, available across the world in 6 languages on computers, smartphones and tablets. ‘The Alphabet’ aims to lay down an engaging precedent for the Chloé brand in the digital landscape. A playful and immersive experience, it is sure to paint a picture of Chloé that is both familiar and yet unexpected, and above all, imaginative and compelling.
‘The Alphabet’ is inspired by Gaby Aghion’s own creative process for naming her collections and garments. Finding numbers impersonal, she switched to letters, and the alphabet. From 1958, Collection ‘A’ was first, with every item in it given a name beginning with ‘A’. Then came ‘B’ and so on...
Each letter of ‘The Alphabet’ has been assigned a theme, individually telling a fragment of the story; collectively forming a mosaic of Chloé’s iconic moments, inspirations and heritage. These 26 themes will be brought to life via film and documentaries, previously unseen archive imagery, past advertising, music, interactive and editorial, with the entire array to be made available at chloe.com/alphabet
‘The Alphabet’ launches with 5 original short films and animations created by a stellar, all-female directing cast – Poppy De Villeneuve, Julie Verhoeven, Kathryn Ferguson, Stéphanie Di Giusto and Mary Clerté – who have each interpreted one of five principal letters / themes that happen to spell out the name C.H.L.O.É. These films explore themes of Counter-Couture, Horses, Light, O (roundness) and Embroidery. They will launch exclusively and simultaneously (27th September 2012) via five high profile fashion bloggers from the UK, USA, France, Japan and China.
Subsequent letters and themes will be released every other day once the physical exhibition opens its doors..
Chosen bloggers will receive a one-off Chloé package containing items that bring to life their letter and theme, thereby allowing them to share the exclusive content intimately with their readers.
Once all 26 letters are ‘live’ on the microsite, a charming electronic invitation system will become active: type the name of a friend and enter their email and they will receive a unique version of the heritage, relative to the letters that make up their name.
Sam Reid, MD and founder of Guided said: "Chloé has an amazing, untold heritage. Our aim is to gradually unlock their 60year story and engage fans using the founder's own creative mechanism: the Alphabet - in a playful yet sophisticated way that is unequivocally Chloé"
Creative agency: Guided (guidedco.com)
Digital agency: Everywhere (weareeverywhere.co.uk)
Creative Direction: Adrian Stannard, Paul Webb.
Writers: Adrian Stannard, Lauren Cochrane, Sam Reid.
Art Direction: Paul Webb, Diego Sanchez Barcelo.
Design: Paul Webb, Diego Sanchez Barcelo.
Strategy: Sam Reid, Paul Webb, Philip Delamore
Project Management: Juliette Hughes, Sam Reid, Neasa Terry.
Social media consultant: Mademoiselle Robot.
Production Companies: Pundersons Gardens (London), Partizan (London & Paris), Art + Commerce (NYC), CLM (London).
Packaging: Nirvana CPH.