Why set up cultural space Maison Chloé? CEO Geoffroy de la Bourdonnaye explains
Geoffroy de la Bourdonnaye, CEO of Chloé, says the venue was set up to help people learn more about the fashion house
We chatted with Chloé CEO Geoffroy de la Bourdonnaye about what motivated him to invest in Maison Chloé, and how working with influencers has become part of its business strategy.
Why did you decide to invest in Maison Chloé – a permanent location that houses an art space and Chloé archives in the heart of Paris?
We want to go beyond the first impressions you have of Chloé. Many women know about Chloé’s collections but very few understand the meaning of Chloé. Our founder, Gaby Aghion, wanted to give women freedom. She believed in natural feminity and in empowering women. [Chloé is about] something more profound than just fashion. We want to go with deeper meaning [into] what we do, our mission and intention.
What’s the key to executing your long-term vision amidst the volatile market climate?
For us, the most important thing is to keep the spirit of Gaby Aghion alive. I’ve worked in very different industries but I’ve always observed that if you stay true to the spirit of the brand’s founder, usually you won’t lose track. When we talk about the values of femininity and being daring, it’s all about Gaby’s personality. My role is to make sure that we keep that spirit alive and that the designers that we choose can renew and refresh it. By doing that, we will be able to attract more Chloé girls who will then become our own ambassadors. If we stay true to ourselves, those who enjoy our [values] will naturally become ambassadors.
The Chloé Girls campaign you launched when you joined Chloé is based mainly on influencers. How has it worked out for the brand?
[The campaign] came naturally. I don’t believe that you can change things artificially. Social media gives our worldwide audience the chance to express themselves. Chloé girls are not only fashion girls; there are also some [from the] film and other industries. Chloé girls have an impact. They are... more than just beautiful – they are meaningful. We call them girls instead of women because we believe that in every woman, there’s a girl. Our founder was young when she started the brand. She wanted to inject freedom and fluidity into women’s wardrobes.