Chemena Kamali, the creative director of Chloé, has revealed “The Evolution Collection” for Winter 2025, emphasising the intersection of heritage and progression in the brand’s identity.
Kamali describes the collection as a reflection of how thoughts and memories shape identity. She explores the romanticisation of the past through an intuitive approach, blending historical influences with contemporary sensibilities. The designs incorporate elements passed down through generations, merging nostalgia with modern appeal.
The collection juxtaposes opulence with minimalism, celebrating the duality of the Chloé woman. Kamali highlights the complexity of identity, asserting that the Chloé woman embodies various layers, moods and dimensions. She is not defined by a single characteristic but rather by an evolving narrative that resonates with women across generations.
Kamali also emphasises Chloé’s signature balance of soft strength, merging femininity and sensuality with independence and freedom. She views the brand’s spirit as deeply personal, with each collection closely tied to her own state of mind.
Through “The Evolution Collection,” Kamali seeks to maintain Chloé’s relatability and authenticity, ensuring its voice continues to speak to women beyond fashion.
