Is the future of fashion digital? Chanel has become the first brand to replace the runway with a video presentation, released today to launch their cruise collection, which was scheduled to take place during May in Capri. Famous for their multi-million pound show spectacles, which in past years saw editors travel to locations from Cuba to Korea, lockdown forced artistic director Virginie Viard to rethink everything.
‘We had to adapt,’ she says. ‘Not only did we decide to use fabrics that we already had, the collection evolved towards a trip round the Mediterranean.’
Inspired by the glamour of the 1960s French and Italian Riviera, Viard created clothes to travel light: ‘a wardrobe that can be carried in a little suitcase on wheels, a shopper and an embroidered handbag.’ This translates to an easy, breezy collection – a take on the new refined simplicity which the designer is bringing to Chanel – and a dream holiday wardrobe for a time when we can travel again.
Will this mark the end of those international extravaganzas, which began back in 2000 when Chanel put on the very first cruise presentation? It’s unlikely, according to Bruno Pavlovsky, Chanel’s president of fashion, who says they remain committed to six shows a year. The couture show in July will also be digital, however, while Paris fashion week in October is still undecided.
Like this article? Sign up to our newsletter to get more articles like this delivered straight to your inbox.
In need of more inspiration, thoughtful journalism? Subscribe to ELLE's print magazine now and pay just £6 for 6 issues. SUBSCRIBE HERE
You Might Also Like