Celebrating a decade of Chloé’s signature fragrance with Haley Bennett

New face


By Wei Yeen Loh

Celebrating a decade of Chloé’s signature fragrance with Haley Bennett

When Chloé debuted its first Eau de Parfum 10 years ago, little did the French fashion brand knew that it would spark the inception of a new trend in its wake, thus cementing its status as a scent icon of today. The Eau de Parfum’s profile was based on the popular, classic element that is inherently French: the rose. As years went by, Chloé introduced new reiterations of rose-infused fragrances that are sophisticated as they are feminine, from L’Eau de Chloé to the most recent Chloé Fleur de Parfum. 

This year, the brand celebrates its signature scent’s tenth anniversary with aplomb. The brand has tapped American actress and singer Haley Bennett as the new face of the Eau de Parfum, following the footsteps of past ambassadors such as Chloë Sevigny, Clémence Poésy, Anja Rubik, Dree Hemingway and Camille Rowe-Pourcheresse. Below, the star shares her thoughts on the fragrance and her favourite facades of it:

How do you feel about being the new face of Chloé?

I am so excited and honored to be the new face of Chloé Eau de Parfum. I have fallen in love with this brand and everything that it represents. I feel very connected to the Chloé universe and I am happy to be a part of this success story.

What does Chloé represent to you?

Chloé represents femininity and freedom. The brand has always celebrated a strong woman, who is determined and isn’t about showing off. The clothes are comfortable, and yet extremely elegant and chic. I think that is what women need: to feel beautiful without being constricted in their clothes. It is the brand of an elegant woman with a bohemian spirit.

What do you like the most about Chloé?

What I love most about Chloé is the romance of the brand and of the designs. There is a certain effortlessness and timelessness about the clothes and about the fragrance too that I really love.

What do you like about the Chloé Eau de Parfum?

I love this eau de parfum because it is fresh and romantic at the same time. To me, Chloé Eau de Parfum really captured the heart of roses. It’s interesting because even though the scent of rose can be a little old fashioned sometimes in certain fragrances, there is a real modernity and freshness about Chloé Eau de Parfum. Also, as the fragrance evolves on my skin, the amber gradually appears, and I love the depth that it gives to it. The bottle is also a real work of art. It is such a beautiful object, that you can keep on your nightstand. And I love travelling with it, it’s like a keepsake that smells like home.

Do you have any anecdotes about the shoot?

Yes! It was very dirty, very windy, and very hot! But we all made the most of it and the crew was fantastic. Also, I loved the car I drive in the film. The woman in the ad is strong-willed and I liked being the one portraying that woman of character.

What does perfume mean to you in general? Do you have any memories related to fragrance? A favourite scent?

Fragrance is very important to me. I love the nostalgia of fragrance. When I smell an old fragrance, for instance one that my mother may have worn, it’s amazing how it can transport you and suddenly make some memories rush back. I actually collect all of my mother’s old perfume bottles, the ones she used to wear. Perfume evokes memories, some memories are attached to scents and I think that’s what is most beautiful about perfume.

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