Watch: The iconic Chloé fragrance turns 10

Freedom in femininity

Text: Angelyn Kwek

Do you know your Chloé? Here, we chart a decade of this feminine scent and reveal the new campaign celebrating its 10th anniversary

There hasn't been a woman who took a whiff of the Eau de Parfum Chloé and not fallen in love with its effortlessly sophisticated rosy bouquet. With the fragrance turning 10 years old in but two more months, the House is marking the milestone occasion with a new face and a brand new campaign that explores the Chloé spirit in a fresh perspective. Going off-road — proverbially and literally — muse Haley Bennett shows off a spontaneity that embodies the liberty and unfettered femininity behind the latest iteration of the Chloé scent.

Chloé Absolu de Parfum

Still as elegant as ever with the timeless rose at the heart of the fragrance, plus its signature geometric flacon with the couture ribbon, here is every single Chloé leading up to today's reincarnation:

1. Chloé Eau de Parfum, 2008
The one that started it all. With peony, lychee and freesia highlighting a green fruitiness, and a lingering woody and amber undertone, it became an instant classic.

Chloé Eau de Parfum

2. L'Eau de Chloé, 2012
The younger sister to the original, L'Eau de Chloé was an airier version that bottled distilled rose water floating on citrus accords with a touch of patchouli.

3. Roses de Chloé, 2013
Smelling like an endless swirl of rose petals using Damascena roses buoyed by hints of magnolia and bergamot, this was possibly the most romantic Chloé.

4. Chloé Eau de Toilette, 2015
White roses take centrestage for the toilette edition, paired with cotton flower for a brightness that goes on to have a velvety sillage thanks to a musk and gardenia backdrop.

Chloé Eau de Toilette

5. Chloé Fleur de Parfum, 2016
A quintessential floral fragrance that works the rose into a lively concoction, cherry blossom, red berries and verbena flower creates a second-skin sensuality.

6. Chloé Absolu de Parfum, 2017
Remade into a bold, free-spirited scent with just the right touch of sensuous and cheeky, the essence of Chloé is intensified and refined by combining Centifolia rose with the Damascena rose. Woven with vanilla absolue and touches of patchouli, this is as captivating as Chloé has ever been. A limited edition in the lineup, the iconic bottle sports a cool golden patina for the metal plaque, and a beige ribbon twined with gold thread finishes the beautifully luxe aesthetic. Say it with us now: "I am Chloé..."