Easy as ABC: Chloé follows history to the letter

Paris – French luxury house Chloé has launched a 60th anniversary retrospective exhibition with an interactive digital archive campaign and microsite called The Alphabet.

To coincide with its Chloé Attitudes exhibition at the Palais de Tokyo in Paris, the brand is introducing a new creative inspiration for each letter of the alphabet on the microsite every other day. The site is an online exploration of the label’s heritage from 1952 to the present day. It tells the story of founder Gaby Aghion and how she began the label as a statement of femininity in the 50s.

The first five letters of the brand’s name have already been launched with short films composed by fashion creatives such as Julie Verhoeven, Poppy de Villeneuve and Mary Clerté, who explored themes such as counter-couture, horses and embroidery.

The Alphabet is a playful and compelling example of how a luxury brand can be immersive and creatively engage with a digitally savvy social media audience in a personalised and relevant way. This practice of self-eulogising is becoming more prevalent in brand marketing. For more on the future of social media, see our Transmedia Futures macro trend.