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Marrakech special

Desert Rose

Synonymous with femininity and freedom of spirit, Chloé is the vision of its legendary French founder, Gaby Aghion. But above all else, it is the remarkable journey of a woman that would change the history of fashion forever.

Born in Alexandria, Egypt in 1921, Gaby Aghion once called herself a dark beauty with a bohemian spirit. A free-thinker, she rejected the rigid forms of fashion in the 50’s and launched Chloé, a name she borrowed from her friend Chloé Huysmans, in 1952. Inspired by her early life in Egypt and the cotton dresses and desert colors she wore there that adorned her own wardrobe, Gaby Aghion wanted to create clothes that were sweet and feminine with fluid fabrics. In 1956, she debuted her first collection at the famous Café de Flore in Paris. The cuts were carefully studied, the quality of the fabrics was excellent and the clothes were already made and available immediately with little need for alterations, a revolutionary concept at the time. In the midst of a century dominated by haute couture, Gaby Aghion had invented a new concept: luxury ready-to-wear. With the support of Hélène Lazareff, the founder of Elle Magazine, the success of the Chloé brand was assured.

From Karl Lagerfeld to Stella McCartney, Pheobe Philo and Clare Weight Keller today, the most renowned designers have breathed life into the brand while remaining true to its identity. Sand and earth tones, airy and romantic materials, the legendary allure of Chloé is instantly recognized.

Good news, Chloé dresses girls too! For Spring-Summer 2016, the label gives a lesson in style: the emblematic colors of the brand’s palette are mixed with its affinity for bohemian influences and couture finishes. Modern and quintessentially Parisian, Chloé’s designs for girls ensure that future generations will never forget Gaby Aghion.

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Harper Beckham

Desert Rose