Chloé Le Parfum – created by a woman for women

Gaby Aghion, the founder of Chloé, was a visionary who liberated women from the formal and restrictive fashion of her era. In 1952, she launched her debut collection, paving the way for luxurious ready-to-wear creations with modern silhouettes and freedom of movement. Women could finally express themselves freely. For Chemena Kamali, who currently serves as Creative Director at Chloé, the essence of the house remains connected to this inherent sense of freedom—anchored in the here and now. Since 2008, Chloé Eau de Parfum has stood for inspiration and empowerment. The fragrance creates a deep emotional connection to one’s own self-image and to other women.

The Power of Femininity

In the current campaign, photographed by Zoe Gartner and directed by Neels Castillon, four inspiring women—Amrit, He Cong, Arizona Muse, and Malika Louback—embody the instinctive and true-to-herself Chloé woman. These independent women defy all conventions and present themselves as carefree, self-determined, and full of joie de vivre. In the warm light of the sunset, they move to the rhythm of the song „Seeds“ by French artist Camille. Together, they blossom.

A rose like no other

With each new fragrance, the iconic rose—an unexpected floral with cult appeal—is enhanced by intense, overpowered accords. This creates a complexity that is unique, feminine, and sensual. The new Chloé Le Parfum is the most intense composition yet. The rose merges with a powerful abundance of orange blossom, resembling a powerful embrace.

An even deeper connection

For the first time, an abundance of orange blossom, captivating with an intoxicating, sun-ripened, and gently citrusy character, combines with the aromas of the unique rose: unconventional, modern, and fresh—and not at all powdery.

The floral explosion is accompanied by an accord of tonka bean and vanilla, which form the base note and linger in a sensual aftertaste. With its warm, bold, and seductive qualities, Le Parfum is addictive without being cloyingly sweet.
„With Chloé Le Parfum, I wanted to combine my father’s legacy with my own vision, imbuing Chloé’s iconic rose with orange blossom and floral vanilla notes, giving it an addictive sensuality,“ says perfumer Romain Almairac.

The New Design

The intensity of Le Parfum is unmistakable: It is revealed both in the dark amber liquid in the signature gold-lacquered glass bottle with a pleated pattern and in the deep burgundy red of the hand-tied ribbon. The hue, which comes from the palette of Chloé’s fashion studio, is reflected in the blooming flower in the campaign motifs.