chloe abc bagPARIS, Jul 16, 2013/ — In 2012, Chloé celebrated 60 years of creation and the founder of the , maison, Gaby Aghion, who passionate about literature, chose to name her collections following the alphabet.

Clare Waight Keller, Chloe Creative Director since June 2011, revives this concept of naming, unique to Chloé, for the new bag lines and rewrites the vocabulary of the maison.

Since the winter 2012 runway show, under clare’s direction, the accessories evolve hand-in-hand with the ready-to-wear. The Chloé spirit is a whole… a relaxed and feminine attitude, a free spirit.

The alphabet applied to the new direction of chloé bags is already illustrated by the urban and graphic Alice; the letter b is Baylee an ideal day bag, supple and versatile. It will be the coveted accessory of this September and a key piece of the new Chloé wardrobe.

For the c, soon to follow with the spring 2014 collection, Clare Waight Keller wanted to lend her name to a modern and chic shoulder bag, the Clare.

The Chloé attitude evolves, reinvents itself and breathes new life into Gaby Aghion’s alphabet – a letter for each season, a feminine name, a unique bag.


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