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Divia Harilela

Contributing writer for Style by SCMP, specialising in fashion, beauty and lifestyle


From the moment you enter Chloe Chen’s Repulse Bay boutique, it is obvious that she is a fashion designer who has built a lifestyle that is just as covetable as her clothing.
With its rich blue walls, warm wood accents, dramatic greenery and dusty books stacked on the floor, the chic space feels more like a private home. Mid-century modern furniture provides a stylish backdrop to her latest designs and other collectibles such as vintage Chanel clothes, jewellery and Hermès bags, handmade ceramics and homeware. Everything is sourced and curated by Chen, who has been a lover of all things vintage since she was a young girl.

“My mum is my muse. She was a very cool, independent woman with a creative side, who loved art, reading and writing. I always loved the vintage styles she wore in the 1970s, and this image of her has inspired me my whole life,” says Chen.
Chen was born and raised in Taitung, a small beach town in Taiwan – a place where fashion barely existed, let alone mattered. During high school her mum taught her how to sew, but it was only when she went to university that Chen started redesigning her mother and grandmother’s vintage clothes to create a wardrobe her friends envied.
She went on to work for an advertising agency before swapping it for a career in retail. She rented a store in Taipei stocked with repurposed vintage clothing that she had made, inspired by her mother’s style. It became an instant hit.

“When you’re young, you are passionate and don’t think about money. You dream. So I spent all my money on rent and filled the store with furniture I found on the street or at garage sales,” she says. “Business was so good that I started to manufacture shoes in South Korea to match the clothes, followed by T-shirts, which I designed and made in Sham Shui Po. They were so popular that we sold 1,400 pieces in different colours,” she remembers.
Before long, Chen had opened several boutiques in Taipei offering men’s and children’s clothing, vintage furniture (a partnership with her friend, the Taiwanese singer Jay Chou) and even a cafe.
Yearning to do more and learn more, she moved to New York to study fashion marketing and shoe design at Parsons School of Design. A move to Shanghai followed in 2010, and her business really took off thanks to securing an investment from an LVMH-backed fund. At the height of her success, however, she made the difficult decision to take a step back and close half of her 22 boutiques in China.
“It was hard. I was so focused on the business that I became a moneymaking machine. I wasn’t enjoying life or spending time with my family. All I wanted to do was design, so I made the decision to close stores. I had just turned 40 and did our last fashion show. I never looked back,” she says.

The Chloe Chen of today – both the woman and the brand – is a culmination of all these past experiences and learning. While the brand still has a significant retail presence in Greater China, with two stores each in Shanghai and Hong Kong and five in Taiwan, the branding and clothing itself has evolved with Chen, who moved to Hong Kong in 2019.
“There has always been this consistent element of a classic style – there’s good tailoring, there’s a bit of a boyish vibe. Comfort has always been important because if the clothes are not comfortable, then how can a woman look and feel confident?” she says.
“One thing that has changed is that I have elevated the materials I use. When I was young, I didn’t have access to good quality fabrics. Now 95 per cent of the designs are clothes I want to wear. I always wanted to do something good quality but that people can afford, as every woman deserves to feel good,” she says.

Today Chen’s collections are dominated by stylish essentials, including everyday tanks with built-in bras, lived-in jeans, drawstring trousers, oversized blazers and cosy knits, all of which are updated every season with new cuts and/or details such as contrasting stitching, custom fabrics or her signature heart symbol. Even her sweatpants have become a bestseller thanks to their versatility, cool look and contemporary fit.
“When you see our clothes, they aren’t crazy designs. People will not spot you from the end of the street, but that means you can wear everything for years. I don’t care about selling to everybody. Chloe Chen is not for everyone. I care more that my customers like it,” she says.
What’s also making Chen happy is her other passion – interior design. After years of designing her own boutiques, in 2018 she launched Chloe Chen Home, an extension of the Chloe Chen lifestyle, and it includes a portfolio of residential properties with interiors designed by Chen.
“People ask me if I have any regrets, but I am happy to build this brand at my pace. I know I can make it bigger because I believe in my product and concept. For me, the most important thing in life is to do things with sincerity – that’s something my dad always taught me,” she says.


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Chloe Chen has loved vintage since she was young, and her Repulse Bay boutique is filled with Hermès bags and handmade ceramics amid a chic, homelike setting


Chloe Chen has loved vintage since she was young, and her Repulse Bay boutique is filled with Hermès bags and handmade ceramics amid a chic, homelike setting.


How retro Chanel elegance and 1970s Taiwanese nostalgia converge in this Hong Kong boutique

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Chloe Chen has loved vintage since she was young, and her Repulse Bay boutique is filled with Hermès bags and handmade ceramics amid a chic, homelike setting

Chloe Chen has loved vintage since she was young, and her Repulse Bay boutique is filled with Hermès bags and handmade ceramics amid a chic, homelike setting