Chloé celebrates Chemena Kamali’s first collection with a pop-up at Hong Kong’s K11 Musea

3 July 2024

The French brand’s first pop-up in Asia features a curated collection of ready-to-wear pieces and accessories from the fall 2024 season, introducing and establishing Kamali's '70s-leaning vision

The Chloé girl is back. With the appointment of Chemena Kamali, the French brand returns to its roots. Kamali’s first collection for the fall 2024 season, aptly titled “The Beginning Collection,” was a homecoming of sorts. It was an homage to Chloé of the past, made for today’s woman, and marked Kamali’s return to the brand, having started her career there in 2007. To celebrate, Chloé launched its debut pop-up in Asia at Hong Kong’s K11 Musea, featuring a curated selection of ready-to-wear pieces and accessories to establish the brand’s new chapter.

The striking pop-up, with its floor-to-ceiling mirrored walls and panels, was inspired by mid-century architecture and design. Courtesy of Chloé

Set in the atrium of K11 Musea, the cosy pop-up offered a glimpse into Kamali’s Chloé. The vision? ’70s-leaning, free-spirited, and romantic. Ready-to-wear options revolved around airy, ruffled, bohemian blouses and dresses, notably tucked on one side into knee-high leather boots.

Sheer, ruffled dresses tucked into knee-high or thigh-high boots are a key stylistic element of Kamali’s first collection. Courtesy of Chloé

At the same time, the collection offers a much more practical, everyday focused proposition of well crafted leather outerwear, tailored separates and wide leg denim jeans. The Broken Heel pants—cut to be longer in front and shorter at the back, allowing the wearer the illusion of a longer, slimmer leg, are a standout.

Accessories are a key focus for Chloé’s fall 2024 collection, and the Bracelet bag is a highlight. Courtesy of Chloé

The accessories are similarly covetable and offer plenty of nods to Chloé’s past. Highlights include the Bracelet bag—a hobo style with a gold bracelet handle and two-toned hardware detailing—which can be worn in multiple ways. The 99 bag, with its striking padlock feature, offers a contemporary take on the cult classic, the Chloé Paddington bag. And the Maxine wedge—spotted on almost everyone in the front row at the brand’s fall/winter 2024 runway show in Paris—harks back to Chloé’s “It” cork wedge style from the 2010s.

There were plenty of nods to Chloé’s past, and the jewellery was no exception. Bananas, pineapples, and horses were featured heavily, adding an offbeat and nostalgic touch to Kamali’s first collection. Courtesy of Chloé

Last but not least, the jewellery—gold, chunky, and quintessentially ’70s without compromising its cool quotient—features some of the brand’s most idiosyncratic motifs: horses, bananas, and pineapples. To complete the pop-up experience, Chloé has also collaborated with the adjoining local cafe, Artisan Lounge.

Chloé’s “The Beginning Collection” pop-up is open daily at Hong Kong’s K11 Musea from 28 June to 17 July 2024. The accompanying Chloé cafe and afternoon tea set will run from 3 July to 11 July 2024.

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