BRANDS

See by Chloe

See by Chloe

Gaby Aghion was born in 1921 in Alexandria, Egypt. After moving to Paris, France in 1945, she founded Chloé in 1952 with a vision of offering luxury 'prêt-à-porter' (Ready-To-Wear), a new concept at that time. Gaby Aghion continued to run the house until 1985, when Chloé Rayyes bought-out Dunhill Holdings (now Richemont Group).

Prior to Chloé's launch, luxury fashion houses had only ever produced Haute Couture (i.e. made-to-measure) clothing. For the few who could afford it, this was fine; everyone else was left with poorly made copies, supplied by local seamstresses.

Chloé's creator, Gaby Aghion, rejecting the stiff formality of 1950s fashion (and sensing a gap in the market), decided to create a line of off the rack, high quality, soft, body conscious clothes from fine fabrics, which she called 'luxury prêt-à-porter' and thus, the Prêt-à-Porter (Ready-To-Wear) market we know today, was born.

The couturiers quickly followed suit (the first being Givenchy, with their 1956 Ready-to-Wear collection; 'Givenchy University') and today, designer ready-to-wear heavily outweighs couture.