CHILLE is a Japan-originated women’s fashion sub-brand developed by ANAP. Centered on a girly aesthetic and vintage mix, it has offered clothing, bags, accessories, and other items at accessible prices, from staple pieces to seasonal trends. Building on an approachable image, it presents “grown-up cuteness” that retains feminine appeal, and is one of ANAP’s major brand lines, operating primarily through online sales.
Concept
Taking inspiration from “chill,” which evokes an approachable impression and making friends easily, the brand transforms seasonal trends into relaxed, appealing styles. It presents “grown-up cuteness” through styling that is loved by everyone while retaining feminine appeal.