A trip from Paris to Hangzhou (#1684345)

After 15 years, Chanel has decided once again to present its new Métiers d'Art collection in China.

Presented at dusk in the enchanting landscape of West Lake, Chanel's 2024/25 Métiers d'Art collection embarked on a dream journey from Paris to Hangzhou. Located in this historic city and modern technology hub, the collection was inspired by antique Coromandel screens, prized objects of intimacy and Chinese lacquer art that Gabrielle Chanel adored and surrounded herself with.

Just before the show on picturesque West Lake, Bruno Pavlovsky, Chanel's fashion president and president of Chanel SAS, told FashionNetwork.com that these investments extend beyond China and focus on improving the overall customer experience to global level.

This year, Chanel has hosted three major events in China, starting in July. He “Gabrielle Chanel. Fashion Manifesto” The exhibition opened at the Power Station of Art (PSA) in Shanghai on July 12, followed by the Cruise 2024/2025 exhibition in Hong Kong on November 5 (the collection was first shown in May, in southern France). Last Tuesday, December 3The new Métiers d'Art 2024/2025 collection was presented in Hangzhou. The frequency and scale of these events highlight Chanel's strategic focus and ambition in the Chinese market.

“In recent years, after the Covid crisis, we have achieved exceptional commercial results in China and have been able to attract new customers. It is important for us to reach our local customers and offer them great brand experiences, especially in boutiques,” Pavlovsky recalled.

“The 'Gabrielle Chanel'. The Fashion Manifesto exhibition is the first retrospective dedicated to Gabrielle Chanel's work in China. It was very interesting for us to connect our Chinese customers with the work of Mademoiselle Chanel. In the past, we have held several replica exhibitions in China: in Chengdu in 2017, in Shenzhen in 2023 and this year, the replica of the latest Cruise collection in Hong Kong. Our goal with these show replicas is to focus on our local customers and offer them very special experiences; and it is always a success.”

This year, the house chose to present its new Métiers d'Art collection in Hangzhou. For that show, Chanel invited around 1,100 guests, including clients, influencers and industry professionals. Around 40% of attendees traveled from all over the world, reaffirming the essential role of traveling shows for the house.

Chanel created a unique experience for its guests, showcasing the paradoxical combination of tradition and modernity that defines Hangzhou.

The entire collection radiated a unique energy, revisiting the creative world of Gabrielle Chanel, her signature style and deep inspirations, brought to life through the exceptional craftsmanship of the Maisons d'Art brought together at le19M.

Long coats with shoulders for day and night, in beautiful tweed, satin, velvet or embroidered with little flowers, were enveloping and full of mystery. The silkiness of the pockets, pagoda sleeves, mandarin collars and phosphorescent braiding embroidered by Atelier Montex radiate a soft luminescence. Refined luxury and meticulous details, both visible and hidden.

“The collection is inspired by the Chinese Coromandel screens, which were part of Gabrielle Chanel's creative universe. Additionally, it is important to mention that Chanel uses the finest silk, which mainly comes from Hangzhou and other regions of China. Furthermore, when we are in Hangzhou, we really feel and appreciate the essence of craftsmanship. The collection also reflects the unique energy and transformation taking place here,” Pavlovsky said.

The house also invited Xin Zhilei, Chinese actress and Chanel ambassador, to immerse herself in Hangzhou's rich artisanal culture. He met with local artisans and artists, including Jin Jiahong, a provincial heir to Hangzhou's embroidery heritage, the century-old silk workshop Du Jinsheng, and Xin Qi, a renowned designer from the China Academy of Art.

Despite the expected slowdown in economic growth in China, many luxury brands are shifting their focus to new markets in search of business growth. Chanel aims to continue growing its business in China and providing the best services in boutiques. The brand currently has fashion boutiques in 12 cities in China, a number that Pavlovsky says is less than other competitors.

“And yet, we still have a lot to do. We were able to recruit many new clients after the Covid period and we must continue to attract them. We will continue our efforts to remain the ultimate luxury home. “China is a very important market for us and we believe we still have many things to develop here.”

Chanel strengthens its connection with local customers through fashion shows, cultural events and other initiatives, allowing the brand to maintain its growth advantage and continue to attract the loyalty of VIC (very important customers) in the highly valued luxury market. competitive.

In the end, Pavlovsky concluded: “We look forward to next year, which will bring significant changes, but we will continue to focus on our customers and offer them special brand experiences. This is something that is extremely important to us. We will remain connected with our customers, in China and around the world. “For us, it is crucial that we continue to focus on our fundamentals while providing the best customer experience.”