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Must Read: See By Chloé to Be Discontinued, Telfar Announces Mystery Collaboration

Plus, a look at Dr. Bronner's enduring popularity.
An image from See by Chloé's Spring 2022 campaign.

An image from See by Chloé's Spring 2022 campaign.

These are the stories making headlines in fashion on Friday.

Chloé to phase out See by Chloé
Chloé will phase out See by Chloé over the next three years, reports WWD. First established in 2001, the brand is being discontinued in efforts to strengthen Chloé's positioning as an upscale luxury label and continue to drive the success and momentum of its main brand. "We see this as a natural and necessary step in order to continue the renovation of our first line, and to reaffirm a one-line, single-brand umbrella approach as our strategy going forward, with consistent positioning across all of our expressions," Chloé CEO Riccardo Bellini told WWD. {WWD}

Telfar announces mystery collaboration
Telfar has announced a mystery collaboration with an unnamed entity. The unidentified collaboration, an offering of four mystery pieces, will be available via "blind pre-order" on March 25 before the brand releases any images, making "Telfar...the first company ever to offer a faith-based blind pre-order," per the brand. For those who don't like surprises, the medium and large bags are dropping on March 31, a small bag will be available on April 4 and a final item from the collab will launch on April 8. {Fashionista inbox}

An exploration of Dr. Bronner's enduring popularity
Whitney Bauck dives deep into the history and enduring popularity of Dr. Bronner's soap for Bustle, asking "how has the brand with the kooky label managed to become the kind of beloved staple that sticks around for nearly 75 years?" Bauck also delves into the company's sustainability practices, religious affiliations and family ties, as well as its place in the broader landscape of personal care and the "clean" beauty industry. {Bustle}

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