Chloé Attitudes: The Alphabet

Chloé is one of our favorite fashion houses. So when they reached out to us about being a part of their 60th Anniversary exhibition and digital exploration, it was a no-brainer for us!

Gaby Aghion founded Chloé in Paris in 1952. Always a visionary, she had a unique approach to cataloguing her collections. Finding numbers impersonal, she switched to letters and the alphabet. Collection A was first, with every item in it given a name beginning with A. The next was B… you can guess the rest.

60 years on, we return to the alphabet, to spell out the story of Gaby and Chloé. Each letter is assigned a theme, individually telling a fragment of the story and collectively forming a mosaic of Chloé’s iconic moments, inspirations and heritage. The exhibition, Chloé.Attitudes, created by Judith Cark, opens in Palais de Tokyo, Paris, on September 28th. When it closes, the 26-pieces of The Alphabet will live on through the website – where Chloé fans can piece the whole story together.

We were assigned the letter ‘H’ for horses. For the Chloé woman, the horse is a kindred spirit—like her, it runs wild and free. Freedom is an innate quality of the Chloé aesthetic.

It’s only natural, then, that horses have become somewhat of a motif for Chloé. Stella McCartney’s creative direction was instrumental—both she and her assistant Phoebe Philo were horse lovers, and appreciated the animal’s unique beauty.

The wild horse is still a part of the Chloé stable: every boutique features a horse as a brass door handle. Sculpted by Gill Parker, the horse is running free without reins or a saddle. It’s a symbol that stands for Chloé, then, now and forever.

To celebrate their love of horses Chloé partnered with Kathryn Ferguson to create this breathtaking short film:

Chloé, Autumn/ Winter 2012-2013 

To learn about the following letter “I” and its story head over to Style & Notes by Stella Zheng.

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  • What a beautiful collection! The horse ring is lovely and so unique. http://

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