While previous seasons took us on a transcontinental journey to Mexico City, Los Angeles, and Seoul, this year's spectacle unfolds closer to home, with European destinations serving as the picturesque backdrop for sartorial splendor. Chanel kicked off the festivities in Marseille, France, with a breathtaking display on May 2, 2024. Meanwhile, the illustrious Gucci prepares to grace the iconic Tate Modern in London, Dior sets its sights on Drummond Castle in Scotland, Louis Vuitton teases an undisclosed location in Barcelona, Spain, and Max Mara promises an enchanting showcase in Venice, Italy.
For Chanel's latest Cruise extravaganza, the maison turned its gaze southward, casting a spotlight on Marseille—a storied port city, brimming with raw charm amidst the polished allure of its Riviera counterparts. Virginie Viard, the visionary creative director, expressed a deliberate intent to broaden Chanel's cultural footprint beyond the hallowed precincts of Rue Cambon in Paris and the affluent locales it typically frequents. This ethos was previously evident in the house's choice of Manchester's vibrant streets for its Métiers d'Art spectacle in December 2023, inspired by the city's pulsating underground music scene.
The stage was set atop Cité Radieuse, Le Corbusier's architectural masterpiece—a vertical oasis of concrete, adorned with bursts of vibrant hues adorning its balconies, now a revered UNESCO World Heritage site. Against this iconic backdrop, Viard unveiled a collection imbued with youthful exuberance, a testament to her creative stewardship. Airy white blouses adorned with delicate broderie anglaise motifs floated alongside whimsical crochet mini dresses and cushioned flip-flops, exuding an effortless charm. Nautical motifs danced across the runway, from charming anchor-charm jewelry to whimsical hand-drawn fish, invoking the spirit of maritime adventure.
True to the house's heritage, Chanel's signature tweed made a resplendent appearance, reimagined through the lens of Le Corbusier's vibrant palette. Grid-like patterns adorned cropped jackets and matching skirts, while bold pinafore-style blazers in hues of crimson, ochre, and pristine white made a striking statement. "Marseille is a city that ignites my senses. I sought to capture its magnetic allure, its invigorating essence, and channel the pulsating energy that permeates its streets," remarked Viard. "And what better canvas for a runway spectacle than the awe-inspiring Cité Radieuse?"
True to the house's heritage, Chanel's signature tweed made a resplendent appearance, reimagined through the lens of Le Corbusier's vibrant palette. Grid-like patterns adorned cropped jackets and matching skirts, while bold pinafore-style blazers in hues of crimson, ochre, and pristine white made a striking statement. "Marseille is a city that ignites my senses. I sought to capture its magnetic allure, its invigorating essence, and channel the pulsating energy that permeates its streets," remarked Viard. "And what better canvas for a runway spectacle than the awe-inspiring Cité Radieuse?"
