Chanel returns to France to present its cruise collection. After showing in Los Angeles last spring, the French luxury brand is preparing to return to the south, once again celebrating the Mediterranean. Their new collection for spring 2025 will be presented in Marseille on May 2.
The label did not specify the exact location of the show. All he said in a press release was that he wanted to celebrate “the energy and cultural vitality of one of the most effervescent cities in the Mediterranean” and that he was delighted to “stop over in a city open to all cultures.”
Chanel, whose creative director is Virginie Viard, has been linked to the south of France and the French Riviera from the beginning. In 2022, she presented her cruise collection in Monaco at the Monte-Carlo Beach Hotel, while the previous year she had chosen the Carrières de Lumières in Baux-de-Provence.
Another example: in May 2018, for the 2019 cruise show in Paris, the models descended from a large ocean liner called La Pausa, in reference to Gabrielle Chanel's villa in Roquebrune-Cap-Martin, once again underscoring the passion of the designer by the sea. world and connection with the foundations of the seal. And let's not forget the latest Spring/Summer 2024 collection, in which Virginie Viard was inspired by the famous Villa Noailles in Hyères and its Mediterranean hanging gardens.
Let us remember that it was in 1919 when Gabrielle Chanel first offered a small mid-season collection in her boutique in Biarritz to her clients accustomed to spas and sailing. Over the years, this type of collections became consolidated, with an increasingly wider range. Having fallen into disuse in the 1950s, the cruise collection was revived by Karl Lagerfeld who, upon arriving at Chanel in 1983, presented silhouettes in late spring, along with ready-to-wear, heralding the following summer. Starting in the 2000s, annual fashion shows were organized and the concept gradually spread throughout the fashion industry.
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