Chloé unveils final letter in digital archive, invites sharing with bespoke invitational tool

Chloé sent its fans a symbolic kiss with the release of the final letter in its alphabet-based digital archive today.

Appropriate for the forthcoming holiday period, the “X”, like each of the other letters before it, comes with online content relevant to the history of the French fashion house. In this case, it’s a specially-commissioned track called “I follow you (Melo’s Chloé Christmas Kiss Mix)” by Paris-based singer Melody Prochet of Melody’s Echo Chamber (embedded below).

“This song is in tribute to Chloé, Chloé women and celebrating 60 years of all of us, it’s our theme tune in a way. So to all who have supported, designed for, bought, worn, written and talked about, shared, followed, loved and lusted after Chloé, we say thank you – this is for you. Enjoy!” reads the write-up.

This 26th and final letter also sees the archive – created by digital agency Guided Collective – become an “intimate invitational tool” from Monday. Users will be able to type in the name of a friend and send them a bespoke version of the Chloé heritage, relative to the letters that make up their name (demonstrated below).

“As [founder Gaby Aghion] once used the alphabet to inspire creativity and fun, we want you to continue the journey and introduce this wonderful story to a friend,” it says.