Chloé -
Attitudes/Alphabet
As part of the 60th anniversary celebrations of Chloé, the revered Parisian fashion house founded by Gaby Aghion, ‘Attitudes’ was
a huge exhibition about the brand, it’s history and philosophy at Palais de Tokyo in Paris. ‘Alphabet’ was a digital equivalent.
We told the story of the brand and it’s key designers over the years, each letter of the alphabet introducing a key Chloé theme. Over the course of 26 days leading up to the opening of the exhibition, each letter and associated content was unveiled by a leading global fashion blogger, r, before appearing on the Alphabet microsite.
The letters CHLOE were given special treatment with original content made by film makers and fans of the brand.
Other letters dipped into the extensive Chloe archive to serve up playful and insightful stories of key people, motifs and themes.
Whilst A itself, was released first and introduced the fashion world to the Attitudes exhibition.
2012 // Guided Collective
Concept: Me & Sam Reid
CD: Me
Shouts out to Sam, Paul, Adam and the Everywhere guys.