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See by Chloé Womenswear A/W12

A digital fashion show debuts a design change at Chloe’s younger sister

This season, the live stream motion has been ramped up with more and more brands joining the show calendar for everyone to enjoy. PR powerhouse KCD has taken a different approach by debuting digital shows, complete with images, videos and run-of-shows to the press. Yesterday saw the digital debut of See by Chloé, the sister brand of Chloé, which has undergone a new design direction. Whilst the See by Chloé line isn’t directly designed by Clare Waight Keller, the collection does take some aesthetic cues from its big sister. The soft balletic nude tones of recent Chloé collections are injected into the opening looks of georgette pieces. The rest of the collection takes on wardrobe essentials and pumps them up in textures like a thick burgundy corduroy, quilted denim and jacquard knits. The See by Chloé girl is an easy breezy one and comes equipped with well-cut trousers, oversized coats and a number of mesh-ridden pieces. There isn’t a unifying theme as such, which suits the modus operandi. Whilst the design direction has become more focused, it’s a collection that still provides a multitude of options for the aspirational Chloé girl to buy into.