Chanel's Rooftop Show: A Bold Twist On Luxury Fashion
Fashion flair meets Marseille air.
Chanel chose the rooftop of Le Corbusier's iconic Cité Radieuse in Marseille for its Cruise 2025 collection in a dramatic shift from the traditional settings often associated with luxury fashion shows. This choice was not only a deviation from the norm but also a stark showcase of the brand's evolving aesthetic under the creative direction of Virginie Viard. The event, amid unexpected stormy weather, underscored Chanel's intent to blend its storied heritage with a bold, modern vision.
The Cité Radieuse, a symbol of Brutalist architecture, provided a raw, powerful backdrop to Chanel's latest offerings. Virginie Viard, who has increasingly sought to infuse her collections with youthful energy and contemporary relevance, drew inspiration from the city’s vibrant culture and architectural significance. This was evident in the collection's diverse array of styles, from sophisticated tweed suits to casual neoprene swimsuits, reflecting a respect for tradition and a push toward innovation.
The show's setting in Marseille—a city known for its gritty yet spirited character—was particularly poignant. "I love its beauty and its energy," Viard remarked, emphasizing the city’s blend of old-world charm and contemporary vibrancy. This dualism resonated throughout the collection, with designs that nodded to local Provençal motifs, such as a bag shaped like a bar of Marseille soap, alongside more urban, edgy elements.
Guests, including notable figures like Charlotte Casiraghi and Lily-Rose Depp, experienced firsthand the collection's reception against the mistral winds, a characteristic element of the region that Viard humorously acknowledged during the show. Despite the weather, the atmosphere remained charged with anticipation and excitement, enhancing the dynamic presentation of each look.
The collection also reflected a strategic pivot in Chanel’s approach to global branding. With recent shows in Dakar and Manchester, and now Marseille, Chanel is actively engaging with diverse cultural landscapes, moving away from the more predictable luxury locales. This shift is part of a broader strategy to appeal to younger, globally conscious consumers who value both authenticity and creativity in their fashion choices.
Moreover, the event highlighted Chanel's commitment to community engagement, with the brand staging several exhibitions and a free public exhibition at the Museum of Civilizations of Europe and the Mediterranean. This community-focused approach not only broadens the brand’s impact but also enriches its narrative, connecting with a wider audience through more than just fashion.
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