Chloé Launches Innovative Interactive Electronic Archive to Celebrate Brand's 60th Anniversary

To celebrate the brand's outstanding contribution to fashion culture over the past 60 years, Chloé will hold Chloé.Attitudes this year. This exhibition will be held in Palais de Tokyo in Paris. It will be presented in a casual and meaningful main line through Chloé's extraordinary creativity, recreating the glittering moments of each of history.
Chloé.Attitudes will be held from September 29, 2012 to November 18. The exhibition was curated by a well-known curator, Judith Clark, who enjoys a high reputation in both fashion and museums.
In conjunction with the Chloé.Attitudes show, to allow more people to personally experience the exhibition, Chloé launched a revolutionary electronic system called “letter files”. The system supports six languages. Computers, smart phones and tablets worldwide can explore Chloé's brand story deeply by visiting the website. The "Alpha-Archive" aims to provide a revolutionary precedent and practice for the electronic direction of the Chloé brand. This is an easy and realistic experience: A picture of Chloé that is familiar and full of surprises is slowly drawn out. Even more exciting is this imaginative and engaging expression.
The "letter file" was inspired by the creative naming of the brand's founder Gaby Aghion. Due to the fact that the numbers were too objective and lacked emotions, Gaby Aghion began to turn to alphabetical works. In 1958, the first letter series "A" series was born, and each design of the series was given a name beginning with the letter "A". Then, "B series", "C" series and so on came into being one after another.