Watch: Behind a Scenes of See by Chloé’s Fall Campaign

May 13, 2015 - fall Denim

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Changes are stirring during See by Chloé. The small sister line to Chloé has always evoked a spritely atmosphere of fun nonchalance, though with Chloé artistic executive Clare Waight Keller overseeing a pattern of a collection for a initial time, a attribute between a brands is stronger than ever before. “I always felt that there was a place for a some-more permitted universe of Chloé,” Waight Keller wrote of a preference to take a reins during SBC. “The opinion during Chloé is all about a spontaneous, free-spirited style, so operative on both collections creates a really engaging discourse for me as a designer.” 

The symbol of Waight Keller’s palm can be felt in a new branding and somewhat some-more dainty approach. “The See by Chloé lady has a younger, some-more witty proceed of a Chloé spirit. She has that some-more urban, travel opinion and is reduction sophisticated, though still maintains that free feel,” Waight Keller explained of her judgment of a SBC muse. That means a new motif—a heart inside a span of lips—pops of splendid colors, and copiousness of mix-and-match-ready separates in a Fall collection. “The ultimate habit for a SBC lady is grounded in illusory denim and dresses, only like a Chloé lady though played opposite truly fun knits, good shorts, and blouses,” pronounced Waight Keller. 

Finding a ideal troubadour for a Fall debate was no easy task—Waight Keller’s group trafficked to Berlin, Brussels, Copenhagen, London, Paris, and Stockholm to street-cast 20 models for a ads. The portraits shot by Matteo Montanari aim to get adult tighten and personal with these new SBC girls and showcase accurately what creates them them

Get a look behind a scenes of a fire in a video below, and see a full debate in a slideshow. 

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