The Challenge Behind Chloé SS2026 Collection

I was passing by an intimate Chloé boutique and noticed a runway dress in the window. Moments later, we were speaking with a sales associate. The collection was not yet in store, but he kindly shared the RTW and accessories catalogues.

The collection marks a step away from the boho direction that Chemena Kamali had been reimagining over the past few seasons into a bolder, more ’80s-inspired aesthetic.

The challenge the brand may face this season, however, is a clear competitor in the market with prices two to four times lower — Zimmermann. You can clearly see this when comparing what Chloé is offering this season with pieces I’ve previously worn from Zimmermann (the brand also reissues its signatures in different prints and small design adjustments every seasons).

Another point is that the designs shown in the catalogue are a full reflection of the runway looks. While I fully support this approach, there are two additional considerations:

1) Star floral dresses read as occasional pieces and now enter a space where they compete with Carolina Herrera, again at a somewhat lower price point.

• It would be beneficial to include a few signature styles that are slightly simplified (with a proportionally reduced price).

2) The styling is beautiful, but for clients under 5'8", it may feel difficult to translate into their own wardrobe.

• Slightly more simplified styling in the catalogue and on the website — like for the oversized parka coat (another standout from the show) paired with a maxi ruffled dress — would feel more approachable and easier to engage with.

*I’ll never tire of saying that catalogues are extremely effective and are used by nearly all luxury brands, yet not a single one fully leverages this powerful tool for engaging an already interested client (I’ve analysed quite a few here).