The romantic, fluid clothes that they created marked a bold departure from the stiff formality of womens fashion in the early fifties. Chic, sensual, and unmistakably French, Chloe immediately established itself as a house that celebrated a softer aesthetic. In 1963, the houses founders appointed Karl Lagerfeld as head designer. Under Lagerfelds direction, the Chloe label produced iconic fashion: the gauzy floral prints and fluid, floating shapes that he created defined the bohemian spirit of the seventies and made Chloe one of the most popular labels of the period.