Chloé’s Fashion Alphabet
Luxury brand Chloé is celebrating its 60th anniversary with an interesting integrated campaign that includes 26 short films, an exhibition, and a smart social media roll-out. The 26 short movies feature archive imagery, past advertising campaigns, music and editorials are inspired by the 26 letters of the alphabet, often used by Chloé founder, Gaby Aghion as naming convention for collections.
The videos are available online and they also enrich the exhibition at the Palais de Tokyo in Paris. I watched a few of them, and I must say they are beautifully crafted and pleasant to watch for all the fans of the brand and fashionistas in general. But the most interesting part from my point of view is actually the social media plan behind their release. Everyday a different fashion blogger has the exclusivity to feature the video before its release on the Chloé’s website. A win-win approach that rewards both the influencers and a brand that, for once, it’s not afraid of giving up the preciousness of a preview.