Chloé is celebrating its 60th anniversary with an interactive digital archive to accompany its Chloé.Attitudes exhibition at the Palais de Tokyo in Paris.
The Alphabet, as it’s called, is an online exploration of the French fashion house’s heritage from 1952 to current day. Created by digital agency Guided Collective, it plays on the idea of founder Gaby Aghion’s own naming of her collections and garments, taking each letter of the alphabet and assigning it a relevant theme.
The first five letters were, unsurprisingly, C H L O and E. They launched simultaneously last week with a short film each (shown below) directed by Poppy De Villeneuve, Julie Verhoeven, Kathryn Ferguson, Stéphanie Di Giusto and Mary Clerté, who interpreted the themes of counter-couture, horses, light, O (roundness) and embroidery respectively.
The rest of the archive letters will be brought to life with further documentary films, previously unseen imagery, past advertising, sketches and collection references, editorial and even specially-commissioned music.
“Individually [they tell] a fragment of the story; collectively [they form] a mosaic of Chloé’s iconic moments, inspirations and heritage,” reads the write-up.
A new letter is currently launching every other day, revealed by a famous blogger worldwide before appearing on The Alphabet microsite. Once they are all live, users will be able to send friends an invitation featuring their own version of the heritage, relative to the letters that make up their name.
Referred to as playful, immersive, imaginative and compelling, the site is available in six languages worldwide and across multiple devices.
The Chloé.Attitudes exhibition opened on September 29 and runs until November 18.