Behind the Lyst Index: Chloé Is Back
For the first time since The Lyst Index began, Chloé has landed in the top 10 hottest brands — proof that the quiet power of romantic, rooted design is resonating more than ever. Just over a year into Chemena Kamali’s creative direction, the house is striking a beautiful balance: honoring its storied past while confidently shaping its future.
What Kamali has tapped into is a cultural shift as much as a style one. Chloé’s revival isn’t about retro nostalgia — it’s about reconnecting with a mood. There’s a renewed appetite for softness in fashion right now, a desire for pieces that feel lived-in, emotional, and textured. Kamali’s Chloé doesn’t scream for attention. It moves with grace, grounded in the brand’s bohemian codes — flou silhouettes, undone beauty, artisanal touches — and speaks to a deeper craving for authenticity in a trend-saturated landscape.
Amid the designer shake-ups and identity crises playing out across the industry, Chloé’s resurgence feels almost subversive in its stability. Instead of reinventing the wheel, Kamali has fine-tuned it, refining what Chloé has always done best: effortless femininity with soul. This return to clarity is precisely what’s drawing shoppers in. It’s not just about the clothes; it’s about what the clothes mean.
As the pendulum swings away from logo-heavy flexing and into emotional, intentional dressing, Chloé is offering something rare: luxury that feels human. The kind of wardrobe that whispers rather than shouts. And in 2025, that might be the loudest message of all.
