The House of Chloé unveiled a collection of nine fragrances called the Chloé Atelier des Fleurs, like the secret creations of a dream workshop. Nine fragrances with names that express floral, aromatic or woody notes, nine fragrances that live in harmony, in pairs or in threes, composed with natural ingredients, each with its own signature.
To bring this collection to life, Chloé invited renowned perfumers to choose their favourite flower plant or the heart of an exclusive fragrance and share the unique story that binds them, whether it was childhood memories, travel recollections, or reminiscences of places or moments that marked their lives. These talented perfumers drew upon their olfactory memories to create these personal, not to say intimate, fragrances steeped in authenticity for Chloé.
In the Chloé Atelier des Fleurs collection, the fragrances are designed to work in harmony in endless combinations. A main flower can be joined by one, two or three others. Each new fragrance adds its distinctive facets: green or spicy, fresh or honeyed, musky or powdery. The full spirit of the collection is reflected in a bottle that celebrates the timeless elegance of simplicity. This pleated glass bottle is topped with an ivory stopper that appears carved in stone, while the neckband and trim of its beige label are strewn with gold. The nine fragrances on offer are CEDRUS by Quentin Bisch, ROSA DAMASCENA by Amandine Clerc-Marie, LAVANDA by Quentin Bisch, MAGNOLIA ALBA by Louise Turner, HERBA MIMOSA by Amandine Clerc-Marie, HIBISCUS ABELMOSCHUS by Domitille Michalon Bertier, NEROLI by Sidonie Lancesseur, VERBENA by Mylène Alran, and JASMINUM SAMBAC by Louise Turner.
As part of Chloé’s strategy to expand its ultra-premium fragrance portfolio, the brand is introducing Chloé’s Atelier des Fleurs collection for the first time in the Middle East market. It made its debut at Bloomingdale’s Dubai Mall, marking the collection’s entry into the Middle Eastern market.
Chloé captures the unadulterated scent of living flowers in their purest expression: that imagined by nature. The launch location design is inviting, by creating a nature’s empowered space with a magnified “scared pavilion” and artistic flower structural display to showcase the latest Atelier des Fleurs collection in a larger than-life way. Enriching the experience further, a dedicated trolley helps the customer create their own fragrance, crafting a bouquet with infinite combinations. More than a fragrance bouquet, l’Atelier des Fleurs claims an art of gesture. A unique gifting ceremony, with ribbon and wrapping papers offering on the tray, is part of the process.
To commemorate the launch, top spokespersons in media and influencers were invited to discover the new physical space, immersing themselves in Chloé Atelier des Fleurs world with the regional trainer conducting personal consultations for fragrance discovery. The event also includes keep sakes; an illustrator customizing the Chloé initial on a ceramic, a florist wrapping a bouquet inspired by the fragrances, and introducing the wrapping ceremony of Chloé with a giftable fragrance of the guest’s choice.
For more information on the collection, visit here.