French luxury ready-to-wear house Chloé launched its signature ’fume in 2008. It was a beguiling blend of dewy peony, freesia, rose, lily-of-the-valley, cedar and amber that earned it instant cult status, flying from the shelves of the world’s chicest department stores.
No doubt thanks to its clever ability to tightrope between bold and understated, seductive and low key, feminine and androgynous, not to mention its highly desirable positioning as a (relatively) affordable means to dip a toe into the brand’s chic, confident, pulled-together Parisian aesthetic.
