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It was during the 1950's that Gaby Aghion launched Chloé’s first collection in Paris. The collection reflected the brand’s youthful romanticism, a tradition which continued until the mid-60s, but that still lives in the brand’s identity. During Karl Lagerfeld’s period, Chloé’s runway shows were an absolutely spectacular experience, enriching the brand’s archives with iconic garments. A controversially young Stella McCartney took the helm, bringing sex and punk to the hyper feminine brand between 1997 and 2001. After Phoebe Philo’s departure, there was a unsettled period with different heads at the helm of the fashion house before Clare Waight Keller entered. During her time as creative director, Clare revolutionized the brand's digital image. In fact it was among one of the first brands to stream its catwalks live. Natacha Ramsay-Levi is the present creative director of the house. Chloé’s effortless appeal comes from the fact that it constantly reinvents itself for a young market.