Monday, June 18, 2012

Buying session: See By Chloe in Antwerp

The little-sister line to Chloé took its first (virtual) steps onto the runway today. See by Chloé became the second label, after the relaunched ICB by Prabal Gurung, to strut into the online ether as part of, which allows an invite-only crowd to screen prerecorded shows. It's hard to imagine Chloé ever making such a move—especially as it gears up to celebrate its 60th anniversary this year—but little sisters are often more adventurous than their elders. Especially when they've got parents in high places pushing them along. "It felt right to support this strong and directional collection and to promote See by Chloé via an innovative and new digital platform which allows optimum visibility to the label," Chloé CEO Geoffroy de la Bourdonnaye said.

The See aesthetic riffs on that of the Chloé main line, especially in its emphasis on long, fluid lines, soft volumes, and a pretty, feminine bent. For Fall, the femme got flirty with an emphasis on sheer mesh tops and dresses in silk georgette, viscose, and silk, fineness that played off the roughness and slouch of oversize outerwear and,  in denim and wide-wale corduroy. Piece by piece, you could see items that should energize customers on the sales floor, but overall, the message wasn't as distinctive as the medium.

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