Some things stay with us. Others belong to a particular chapter.
Bookmark is a collection about allowing Chao's designs to evolve - keeping the silhouettes we love, while letting their colours belong to a particular moment in time.
We have become accustomed to the idea that when something works, we make more of it. The same design, in the same colour, season after season. With Bookmark, we wanted to resist that instinct.
Instead, we began to think of each release a little like a new edition of a familiar book. The story may remain, but the cover changes. A favourite Chao silhouette might return again and again, but perhaps never quite as you first knew it. Once a colour has had its run, we turn the page and make room for another.
Turning each release into a passing chapter in the life of a Chao silhouette.
The collection begins in Vanilla, Mocha, Butter Yellow, Brindle, Graphite, Sandstone and Shadow - some familiar to Chao, some new, but all belonging to this particular edition. When they are gone, the designs may return in colours we haven't imagined yet.
It means fewer wardrobes filled with exactly the same piece in exactly the same colour. It allows our designs to change rather than endlessly reproducing them. And it makes the version you choose particular to the moment in which you found it - your bookmark in the story of Chao.
Because while the colours of Bookmark are temporary, the clothes themselves are anything but.
They are made with the same ethos that has always guided Chao - to be worn often, lived in, returned to, and kept in your wardrobe for years.
The colour belongs to this chapter.
The piece belongs to many more.
