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Chloé Launches 26 Short Films Inspired By The Fashion Alphabet

Chloé Launches 26 Short Films Inspired By The Fashion Alphabet
technology

French luxury brand celebrates its 60th anniversary with unseen footages and images.

Yi Chen
  • 5 october 2012

To celebrate its 60th anniversary, Chloé  is hosting an exhibition in Palais de Tokyo in Paris, France. The exhibition is inspired by the alphabet and includes 26 short films that are put together from unseen archive imagery, past advertising, music, and editorial.

The French luxury brand explained how Chloé’s founder, Gaby Aghion, used an “unusual alphabetized naming convention for collections and garments.” The Alphabet takes a playful and whimsical approach to help users look at key moments in the brand’s history.

Each video will be rolled out by a prominent fashion blogger, before appearing on the website. Some of the letters revealed so far include ‘C for Counter-Couture’, ‘H for Horses’, and ‘R for Rachmanioff.’

Chloé Alphabet

+#technology
+advertising
+anniversary
+Asia
+brand
+campaign
+culture
+Culture
+Europe
+Fashion
+fashion / apparel
+japan
+Luxury
+Marketing
+retail
+technology

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