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Chloé opens rue Saint-Honoré flagship

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When Clare Waight keller and Joseph Dirand were chosen to create Chloé’s flagship store at 253 rue Saint-Honoré, the fashion house’s British-born creative director conveyed to the Parisian architect the image of the Chloé woman with an aura of seventies sensibility.

For sixty years, it has expressed naturalness, freedom and modernity. Today, the place is the perfect illustration of the intangible elegance of this bold woman. Joseph Dirand immerses himself in this feminine world where unassuming luxury shows through in the ready to wear collections.

Transparent and slender silhouettes are designed to reflect the personality of every woman. This very masculine architect who is used to playing on contrasts, clean lines and sharp angles, embraces the brand’s fundamental identity and is influenced by its rich, flowing materials, its shades of soft beige and ivory and its curvaceous shapes and gilded metal forms.

Together, they create the space and reproduce the identity of a fashion house. A light-filled space where one can wander around freely. It is designed with poetry and luxury and reveals a natural hospitality, a “cool attitude” that defines the chloé spirit and its welcome. Right from the ground floor, we are grabbed by the interplay of transparencies, the stairs and succession of rooms displaying the core of the collection, leather goods and shoes.

The furniture’s organic lines are designed by Dirand, and a tribute to designers like Maria Pergay, Gabriella Crespi or Willy Rizzo. The furniture has been produced by the greatest french craftsmen. the shelves, delicate and light as leaves, blend into the decor. Everything is balanced by the natural and shifting light from the verdant patio which filters in through the bay windows and skylights. the atmosphere which is created offers chloé women and young girls a world cultivated by affinities.

On the first floor, the atmosphere is more intimate to house the ready to wear collection. Here, rather than being obvious, the aesthetic complements the collections. This experience, rich in emotion reflects the image of the chloé woman and serves “best friends” who choose a graceful philosophy and believe in their dreams. There is no denying that this place reveals the close link between the work of the architect and that of the dress designer.

To celebrate its opening, la maison Chloé introduces a limited edition “Alice” handbag, medium model in the exclusive colour “stem ginger/gold savannah”, available in just 30 pieces, numbered and engraved, only at the Chloé boutique, 253 saint-honoré, 75001 Paris.

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