Chloé makes its mark in London with a second boutique and a quirky film to compliment

To celebrate the opening of the French Fashion House’s second London home at 143 New Bond Street in the heart of the city’s bustling West End, Chloé creates a quirky film.

The 2,906-square-foot store in the former Ralph Lauren Kids location is in efforts to increase its footprint internationally and a great boost for the brand.

“It’s a very different client on New Bond – it’s a very vibrant and more international than Sloane, and there probably won’t be a crossover between the two,” said Geoffroye de la Bourdonnaye, Chloé’s Chief Executive Officer.

With 80 stores worldwide, the brand has plans to open two more stores in Tokyo and 2-3 additional ones in China this year. It has just opened a new unit in Singapore.

Join the cast of free-spirited girls in London over breakfast, as seen in the Chloé ‘The Full English’ – in collaboration with Semaine.