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The style of Chloé, one of the most legendary French fashion houses, embodies elegance, youth ful chic and femininity - as well as quite feminine passions hidden underneath the beige cashmere. Unlike many other fashion houses which carry the names of famous designers, the fundament of Chloé's success since the creation on the brand (1952) has been brilliant guest designers. From the late 1960s until early 1980s it was Karl Lagerfeld who starred in the role of the company's principal designer; eventually, he left the fashion house to accept the challenge and replace the legendary Mademoiselle as the head of Chanel. In 1992, Lagerfeld returned to Chloé only to say good-bye in 1997 again; this time his shoes were filled by a 23-year old designer of rock 'n' roll pedigree -
- Stella McCartney. In 2001, Stella McCartney decided to launch her own brand under the wing of Gucci, so her and Chloé's ways parted. Her successor was none other than her erstwhile friend and right hand Phoebe Philo - a fact that ended the friendship of the two women for ever. And yet it was during Philo's tenure that Chloé experienced a true renaissance. The main designer of the Chloé fashion house is currently Clare Waight Keller whose name was previously linked with Pringle of Scotland.
While the principal boutique of Chloé - the company's façade, as it were - is set in Rue du Faubourg Saint-Honoré, one of the main luxury fashion streets in Paris, its secret treasure trove, mostly familiar only to people close to the industry, is located in a little street, away from the traditional shopping routes. It is called Twin 7. The little store, the decor of which features none of the usual luxury tissue-paper chic, carries both original models, recently seen on the catwalk, and garments and accessories from somewhat earlier collections by Chloé and See by Chloé, the luxury brand's youthful ready-to-wear line, sold at a discount of 40-70 %. In the best traditions of French snobbery, this fashion Eldorado is not available for mere mortals. As you press the bell button, the door will open; however, you will be immediately asked for an invitation or a password. The rest is up to your improvisation skills and desire to get in: try citing a familiar stylist who may have recommended the place to you; tell them it is your birthday and a visit to the store is an old dream of yours - actually, tell them anything, only do it with conviction and a smile. As soon as you are over the threshold, no-one will pay the slightest attention to you: feel free to browse the racks packed with beige, grey and black apparel and try on as many shoes as you wish.

8, rue de Jean Pierre Timbaud
75011 Paris

www.twin7.fr

_11/2011

Keywords: Paris, shop, shops, vintage

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