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Has Chloe Lost Its Edge?

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Has Chloe Lost Its Edge?

In 2002, Chloe released its first line of bags and began the “It Bag” craze with its much-loved Paddington. Fast forward 12 years, and the brand has continued to evolve, releasing a number of highly coveted bags in those intervening years. Still, no bag ever hit the pinnacle that the Paddington reached.

Since 2011, Clare Waight Keller has been at the helm of Chloe, and the brand has generated many a pretty bag in that time, but nothing that’s caused hysteria, or even impressive wait lists.


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