.BRAND DNA
The Dawn of Atemporal Fashion
*Chloé's S/S 2024 Collection by Gabriela Hearst

written Sarah Arendts

 

Gabriela Hearst pioneers a new design language in her lSS24 collection. Hearst's pre-collection offerings serve as a ‘warm-up’ to the main event – the Spring-Summer 2024 show. As the fashion industry grapples with its carbon footprint, Chloé’s vision manifests in the confluence of consciousness, circularity, and timelessness.

 

A true torchbearer for atemporal design, Hearst relishes in pieces that echo through generations, not just seasons. The collection reflects her own personal ode to environmental responsibility, delivering garments stripped of the frivolous, celebrating pure craftsmanship, and embodying the maison’s commitment to reduce its carbon footprint.

 
 
 
CHLOE Spring Summer 2024 Collection LEMILE_Magazine lemilestudios Campaign white dress leather bag
 
CHLOE Spring Summer 2024 Collection LEMILE_Magazine lemilestudios Campaign black coat and black belt
CHLOE Spring Summer 2024 Collection LEMILE_Magazine lemilestudios Campaign leather top and skirt
 
 
 

One look, in particular, brings Hearst great joy. Denim trousers made almost entirely from post-consumer cotton, paired with a shirt cut from deadstock cotton and recycled acetate sunglasses, are a testament to the harmony of eco-consciousness and beauty. As Hearst explains, we must recognize how our brain works, abandon archaic mental frameworks, and make conscious choices that serve us and our planet.

 
 
 
 
 

The collection is abundant in alluring paradoxes. Classic materials are deceptively represented – an indigo jacket with a shearling collar isn’t denim or corduroy, but soft suede. A lace crew-neck sweater isn't lace at all but an innovative blend of matte cashmere and lustrous silk. Heritage textiles are explored and manipulated in fresh ways, such as the new bespoke cotton-wool tweed used for a trench coat and a reinvented Penelope shoulder bag.

 
CHLOE Spring Summer 2024 Collection LEMILE_Magazine lemilestudios Campaign black dress
 
 
CHLOE Spring Summer 2024 Collection LEMILE_Magazine lemilestudios Campaign arrow collection dress coat black
 
 

A commitment to social responsibility complements the environmental endeavors. Chloé has forged multiple partnerships aimed at closing the gender gap and enhancing women's economic inclusion, working closely with organisations such as Akanjo, Manos del Uruguay, or Made For A Woman.

Ultimately, each garment is embedded with a digital ID, providing a window into the garment's journey from the raw material to its final form. This initiative, part of Chloé's wider push for transparency and accountability, offers consumers a more intimate connection with their purchases, truly aligning with Hearst's vision of a fashion world that places environmental consciousness at its core.

 
 

credits
all images (c) Chloé, 2023