The Story of Chloe, the Parisian Maison of Bohemian Romance

Chloé was established in 1952 by Egyptian-born Parisian Gaby Aghion, who rejected the rigidity of haute couture and instead coined the term "prêt-à-porter," or ready-to-wear. Her vision was to offer luxury fashion that was soft, wearable, and accessible, blending high-end quality with everyday ease. The brand's name, Chloé, was chosen for its feminine and warm aura—perfectly reflecting the maison's aesthetic.

In the 1960s and ’70s, Chloé became synonymous with the liberated spirit of the times. The brand dressed fashion icons like Grace Kelly, Brigitte Bardot, and Jackie Kennedy, with flowing dresses, flouncy blouses, and poetic tailoring. It was a label that captured the essence of French chic, while always leaning into individuality and charm.

The 1980s and ’90s saw Chloé evolve with the times but never stray far from its roots. As fashion grew bolder and more experimental, Chloé maintained its signature softness and femininity, continuing to captivate a global audience with its consistent blend of comfort and elegance.

Appointed in 1963, Karl Lagerfeld brought a new level of sophistication and surrealist flair to the brand, infusing his designs with sharp wit and intricate detail. He returned for a second tenure in the 1990s, maintaining Chloé's romantic heritage while modernizing its appeal for a new generation.

At just 25, Stella McCartney stepped into the creative director role with a fresh, youthful perspective. A Central Saint Martins graduate and daughter of a Beatle, Stella fused modern femininity with tailored menswear influences, reinvigorating the house with her cool-girl ethos. Her tenure marked a shift towards a more sustainable and wearable luxury.

Phoebe Philo, Stella’s protégé, continued to elevate Chloé's profile with minimalist silhouettes and refined bohemianism. Her work laid the groundwork for the new era of intelligent fashion—balancing functionality with elegance and shaping what would later become the hallmark of 2010s style.

Swedish designer Paulo Melim Andersson brought an experimental and avant-garde edge to Chloé. Known for his deconstructed silhouettes and layered looks, his collections diverged from the brand’s established aesthetic. While his vision polarized critics, it marked an important transitional period in Chloé’s history.

A longtime member of the Chloé team, Hannah MacGibbon reconnected the brand with its romantic and relaxed DNA. Her work was characterized by flowing lines, rich neutrals, and equestrian-inspired tailoring. She is also credited with launching the beloved Marcie bag, now one of Chloé’s signature accessories.

British designer Clare Waight Keller infused Chloé with a pastoral romanticism during her tenure. Her collections often drew from the natural world, with flowing dresses, Victorian blouses, and soft tailoring dominating her narrative. Clare's Chloé was both escapist and grounded, embodying the modern nomad.

Previously at Louis Vuitton under Nicolas Ghesquière, Natacha Ramsay-Levi brought a sharper, more intellectual aesthetic to Chloé. Her designs blended Parisian femininity with utilitarian undertones and a hint of the surreal, pushing Chloé into a modern, directional space while maintaining its boho roots.

Gabriela Hearst brought a deeply sustainable and artisanal ethos to Chloé. Known for her use of upcycled materials and transparent production practices, Hearst sought to blend craft with conscience. Her tenure signaled a new chapter in luxury fashion, one where environmental impact and design integrity were equally prioritized.

Chemena Kamali returned to the core codes of Chloé, aiming to reinvigorate the maison with sensuality, free-spirited silhouettes, and a refined take on femininity. Her vision reaffirms Chloé's place as the go-to for the modern romantic.

Launched in 2005 under Phoebe Philo, the Paddington bag became an instant icon and one of the first true “It” bags of the 21st century. Known for its distinctive padlock hardware, supple leather, and slouchy shape, the Paddington exuded an off-duty cool that made it a celebrity staple. Its success ushered in an era of must-have designer bags and solidified Chloé’s place in the accessories market.

The Marcie bag, introduced during Hannah MacGibbon’s time at Chloé, perfectly captures the house's bohemian spirit. Featuring hand-stitched detailing, a rounded saddle shape, and gold-toned hardware, the Marcie is timeless yet casual, seamlessly transitioning from city streets to weekend escapes.

One of the most recent successes, the Woody tote, debuted under Gabriela Hearst. With its minimalist canvas body and bold Chloé-branded straps, the Woody is an ode to simplicity and utility. It’s lightweight, versatile, and a favorite for everyday wear, striking a perfect balance between form and function.

Originally introduced in 2008 and later renamed Susanna, these ankle boots with Western-inspired buckle straps and stud detailing became a cult favorite. Equal parts rocker and romantic, they are an emblem of Chloé's ability to merge toughness with femininity.

Beloved for their scalloped edges and buttery soft leather, the Lauren flats embody understated elegance. Comfortable yet chic, they’ve become a staple for women seeking a polished everyday shoe that doesn’t sacrifice style for ease.

With their cut-out design and lace-up front, the Rylee boots offer a modern twist on traditional combat styles. Debuted under Natacha Ramsay-Levi, these shoes perfectly reflect Chloé's flair for making edgy silhouettes feel inherently wearable.