Joseph Diran for Chloé

Chloé has just opened a 500 square m2 flagship store on the Rue Saint-Honoré and it’s all about the brand’s new ‘attitude’

Designed by one of our favourite monochromatic designers Joseph Dirand, bringing back wonderful classics and adding textural finishes like velvet furniture a modern classic with a twist. When asked Dirand said it had been a big challenge leaving his traditional black and whites behind to replace them with a palette of ivory, light pinks, rose gold, gray and beige. The new design is both pure and architectural, soft and feminine, with paneled walls lending a rectilinear contrast to the gentle, rounded lines of the furniture, such as a marble cash counter, brass clothing racks and retro paneled mirrors