At the Chanel Cruise 2024/25 show, summer made a timeless comeback

“Marseille is a city that puts me in touch with my emotions. I tried to capture its power of attraction, its breath of fresh air, and to convey the energy that reigns there. And you couldn't ask for a better backdrop to a runway show than the Cité radieuse,” Chanel's creative director, Virginie Viard wrote in her show notes for the Chanel Cruise 2024/25 show. “The sun, architecture, music and dance: Marseille also has a very strong sense of freedom. I was inspired by the codes of lifestyle, of everyday life and by all the things that invite movement. The sea and the wind made me want to play with wetsuits,” she added.

Catering to a younger generation with nostalgia-infused pieces, this collection felt like an ode to a city girl’s stylish seaside escape. A perfect mix of beachy vibes and urban cool—crochet shorts, tweed co-ords, chainmail tops, sequinned jackets, and denim bags blended into a classic summery package. Layers of warm-toned chains and chunky pearl necklaces featuring the timeless Chanel monogram paired well with the plush pastel shades throughout the show. Chanel flats, (no heels on vacation, please), made for a laid-back posture.

The collection exuded an energy reminiscent of Coco Chanel's legacy—clothes designed for women who want to move freely and confidently, whether exploring a far-flung town or conquering the world. The clothes weren't the only star of the show. Photographer Jamie Hawkesworth captured Marseille's essence through spontaneous portraits, showcasing the collection in a series of sun-drenched images. 

Additionally, films directed by Ladj Ly offered glimpses into Marseille's creative energy, featuring House ambassadors exploring local art centres and interacting with the city's artistic community. Chanel further embraced the spirit of Marseille with a special "Radio Chanel," featuring conversations between artists, creatives, and House ambassadors like Marion Cotillard and Michel Gaubert. This initiative reflects Viard's desire to connect with the local scene and celebrate the city's diverse cultural landscape.

With this Cruise collection, Chanel painted a picture of an empowered, modern woman who embraces freedom and enjoys life's pleasures. It's a celebration of the cultural richness that can be found in unexpected places–witnessed by an audience who didn’t mind the chilly breeze. “The Chanel show in Marseille was an extraordinary spectacle, undeterred by the challenging weather conditions of gusty winds and frostiness. Each ensemble not only celebrated the essence of Marseille but also intricately incorporated local arts and culture. Every detail was meticulously crafted, from the designs to the smallest elements, underscoring Chanel and Virginie’s commitment to honouring and uplifting the spirit of Marseille while providing a global platform for its rich traditions and craftsmanship,” said Rasna Bhasin, Editor of Harper’s Bazaar India.

All image credits: Chanel

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