Since 1952, Chloé has been guided by a spirit of freedom and the fresh energy that founder Gaby Aghion gave to women and the fashion world. The Maison stands out for its humanity, courage and openness. It is a connecting brand that always brings women together by giving them a voice. Today, in addition to its ongoing commitment to empowering women and inclusiveness, Chloé is focused on making a positive social and environmental impact. From fashion to fragrance, the Maison works to reduce the impact on the environment with all Chloé designs. Creation and values ​​harmonize with each other in new and meaningful ways. The new fragrance, Eau de Parfum Naturelle which is part of the Chloé Signature collection, reflects this approach. This fragrance of 100% natural origin has been developed with ethically responsible ingredients* and less burdensome packaging. Chloé's modern woody rose returns to full bloom, resonating in the mood of today. *the formula contains neroli, rose, cedarwood and lemon from ethically sourced sources back to the essence The new Chloé Eau de Parfum proclaims the return to a pure and simple form. Since the requirements of a formula of natural origin require a limited number of ingredients, the composition can be considered a real achievement. Chloé Eau de Parfum Naturelle is vegan and formulated as a 100% natural fragrance, with naturally derived alcohol and water. It contains no filters or artificial dyes – only high quality materials selected with care. Chloé Eau de Parfum Naturelle celebrates authentic femininity that evolves in harmony with nature. The Chloé woman knows how powerful yet fragile nature really is; she draws strength from it, while also aware of the urgency to protect it. Nature is both her inspiration and the air she breathes.

a new rose in the chloé garden The symbol of Chloé Signature is always a fresh, faceted, unique rose. This authentic flower is brought to the fore at the heart of the new fragrance created by perfumer Michel Almairac. Present in its noblest form, it is grown on an organic farm in Bulgaria. This essential rose, together with neroli, forms a velvety bouquet that enhances the vibrant freshness of lemon and blackcurrant buds. Soft, sunny mimosa absolute combines a sensual floral spirit with the signature vibration of the cedar base notes. This powerful yet refined woody signature leaves an impression that lingers for hours. In addition to the rose, a number of other ingredients have been carefully selected: the essences of, for example, lemon and neroli are produced on sustainable plantations in Morocco and Italy. a new luxury With its clean lines and ribbing, inspired by the sunray pleating, the Chloé Signature bottle needs no introduction. Now it's accentuated in a fresh and appropriate green-grey shade – both in terms of packaging and the ribbon tied around the neck of the bottle. This iconic bottle has been reproduced even further to have less impact by using recycled materials: 25% of the glass bottle and 100% of the polyester in the ribbon are made from recycled materials, as is 40% of the cardboard packaging.

Personified by Lucy Boynton, the Chloé woman is seen in a natural setting for the new campaign, which is directed by Jonathan Alric of the duo the blaze. The group also scored the music that sets the tempo for the clip with the song “Breathe”. The British actress personifies a Chloé woman in harmony with her authenticity: a woman who values ​​the essentials, immersed in a natural world steeped in strength and energy. Her motto: “My nature, my strength.” She feels refreshed and free. Completely in her element, the Chloé woman shares this moment with others and embraces their world. A symbiosis with the environment is also captured in an unprecedented black and white photo: the poetic vision of a spontaneous heroine at the top of her emblematic tree – a disarming natural portrait. the line Chloé Eau de Parfum Naturelle 30 ml € 67* Chloé Eau de Parfum Naturelle 50 ml € 93* Chloé Eau de Parfum Naturelle 100 ml € 130*

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Chloé Eau de Parfum Naturelle is available from August 16, 2021 at Douglas and from September 1, 2021 at all authorized Chloé Parfums (online) perfumeries and department stores.