Chloé needs to succeed because it’s the flagship fashion brand of Richemont, simple as that lol.
But I think it’s an important brand in fashion history nevertheless and it’s really a brand that embody an aesthetic. It can be a tricky thing as it may limit it perspectives of evolution. We associate Chloe with Boho chic but in reality, it can be many things while speaking to that same woman.
I don’t think the designer who were chosen after Phoebe weren’t the right ones. I think the suits weren’t courageous enough to take risk. I think sometimes, you needs someone courageous who will come and shake things off.
I think Paolo Melun Anderson was good for Chloe. He had 3 main collections. His first 2 collections were still very Marni but at least he got people attention…
His last collection for Chloe was fabulous, more in the spirit of Karl than Phoebe. He was fired and the irony is that The Paraty bag and the Suzanna boots which were the cash cows of the brands for seasons were from that season.
For what is worth, MacGibbon allowed the brand to be more adult and Waight Keller made the brand more contemporary. Natacha was maybe too edgy.
And I agree, the brand fell into oblivion with Gabriela.
I think Chemena can work on the long run if she allows herself to evolve and to take risks. Because now, her Chloe is very reassuring. It’s familiar and easy to understand. But boho chic can quickly become boring and you cannot stay eternally the cool chick. Look at Isabel Marant now…
