Maison Chloé opens with inaugural exhibition, Femininities—Guy Bourdin
Chloé unveils a new space, Maison Chloé, an intimate five-floor home adjacent to its Parisian headquarters. This exciting cultural space is envisioned as an expression of femininities with a programme of exhibitions and events showcasing the company’s 65-year history from the house’s founder, Gaby Aghion to the Chloé girls of today. Collections-based exhibits and contemporary artistic expressions of the brand’s unique contribution will reflect the on-going story of how Chloé has given women the freedom to dare to be themselves.
“Chloé has always believed in natural femininity,” said Geoffroy de la Bourdonnaye, CEO. “Both chic and effortless, this attitude places Chloé at the intersection of Paris Couture savoir-faire and youth savoir-être – a unique position Maison Chloé encapsulates.”
For Maison Chloé’s launch on 2 July 2017, the acclaimed exhibition-maker Judith Clark has created an intriguing pathway through the Haussmann- style building’s showrooms, VIP fitting rooms, exhibition halls and events spaces. From the entrance on 28 rue de la Baume up to the building’s historic Archive on the fifth floor, a rich selection of archival pieces and images invites visitors to immerse themselves in the spirit of the Chloé girl as expressed over seven decades.
The photographer Guy Bourdin is the focus of Maison Chloé’s first temporary exhibition, Femininities — Guy Bourdin. Bourdin created the greatest number of editorials featuring the house’s designs – Chloé was the ready to wear brand he photographed the most. Here Clark pits two opposing modes of femininity against one another, contrasting the controversial, high-octane photographs of France’s foremost fashion image-maker against the bohemian Chloé garments depicted in the shots. Featuring previously unseen images and clothing from the Archive, a new take on Bourdin is introduced.
“I love the fact that in one room you will be able to explore the archival pieces,” said Judith Clark, “then those objects are re-imagined in the exhibition next door, leading to a gallery of extraordinary prints upstairs. The Chloé dress comes in and out of the story and the building itself begins to feel as though it’s experienced via Guy Bourdin’s distorting eye.”
The exhibition flows from a permanent exhibit room situated on Maison Chloé’s mezzanine, “Chloé Girls: The Anthology A-Z”, inspired by the company’s iconic designers. The story begins with Gaby Aghion, who in 1952 established a house devoted to creating luxury Ready-to-Wear for free-spirited, modern women ahead of her peers. Clark’s interactive showcase layers the late founder’s personal possessions and garments playfully against the work of the creative directors who continuously reimagined Chloé. A photograph of Gaby jumping in Egyptian sand dunes connects to the seaside fun of the famous bathing suit with pineapple motif by Stella McCartney positioned nearby, for example; a painted design echoing one from Gaby’s kitchen wall chimes against a black-and-white sketch by Karl Lagerfeld.
Femininities—Guy Bourdin is open to the public and runs from 4 July – 6 September 2017. Tickets are available from Chloe.com. A catalogue designed by John Morgan accompanies the show. The exhibition then reopens during the FIAC and Paris Photo art fairs, where it will run from 18 October – 18 November 2017.
28 rue de la Baume,