Berlin got a (sweet) taste of COUCOU CHLOE on the evening of Friday, April 25. The one-off event saw the French-British producer and vocalist set up her own bakery – with an underground twist – in H&M’s Kurfürstendamm flagship store.
The store was transformed for the evening, featuring COUCOU CHLOE’s exclusive artwork on the walls. Guests enjoyed custom-designed cakes while getting to meet the artist for signings and merch drops. To top it off, her friend and collaborator River Moon spun a special DJ set that complemented the sugar rush.
It was part of a celebration of H&M’s SS25 collection, rounding off a global event series that saw talent including Gabriette, Shygirl and Martine Syms grace the Swedish brand’s flagship stores. Want to know what happened on the day? Below, we break down what went down at the COUCOU CHLOE pop-up…
H&M Berlin x COUCOU CHLOE30 Images
As you might expect, a long line of attendees appeared waiting for the bakery to open. A crowd of 500 of Berlin’s most fashionable began gathering an hour before the event along the city’s famed boulevard. Luckily, the sun was shining, so everyone took the opportunity to accessorise with their best eyewear.
While her music might have a moody and dark attitude, COUCOU CHLOE made a warm and charming host, giving out hugs and sharing laughs with fans as she signed polaroids, posters and personal items. Never not impeccably dressed, she wore an oversized peach blazer and loafers (hello office siren!), a vision with her trademark glossy, poker-straight hair.
The dark, post-club soundscapes that COUCOU CHLOE makes was reflected in the design of the custom miniature cakes – a monochrome Renaissance aesthetic piped with dark blue icing. They were dished out by staff wearing COUCOU CHLOE aprons (along with matching napkins) and all 400 went within an hour.
Her friend and collaborator River Moon (AKA Saint Deepthroat) brought the energy, glamming up one of the bakery aprons. Playing a set spiked with edits of club classics – including Benny Benassi’s ‘Satisfaction’ – a throng of people gathered to get sweaty and sticky (in the best way possible) in between bites of cake.
Each limited-edition tee was exclusively designed by Chloe herself, with a print of her cake to commemorate the day, so of course everyone wanted one. So much so that the event was extended by 30 mins so everyone could get a slice of merch.
