Chanel has been at the forefront of digital revolution, quick to embrace change and adept at optimising the platform for effective brand communication. When the Covid-19 crisis threw a spanner into its works, Chanel had no issue charging ahead the new era of digital fashion.
The launch of Chanel‘s Cruise 2020/21 collection was originally set to take place on 7th May in the Italian island of Capri, a place known for la Dolce Vita and popular with the Italian jetset for obvious reasons. But when Covid-19 struck, both the fashion industry and international travel were disrupted. And while the realities of the lasting effects of the pandemic are not crystal clear, and we all grapple with the new normal, there is now space to fill with distraction, escape, momentary celebrations of creativity and desire, refinement, elegance and of course, a little bit of luxury.
Fashion at times reflects social change which will hopefully result in more diverse runways, magazines and corporate offices in the future. It has also served a purpose in bringing more beauty to dark times; liberating the imagination to offer glorious visual and mental escape. It’s no wonder Chanel looked to the legendary starlets and actresses of the 1960s holidaying on the Italian and the French Riviera for inspiration in Chanel’s Balade en Méditerranée collection, which can now be streamed online by fans around the world on 8th June.
Gorgeously soft, unlined tweed, light and lovely lamés, whilst nautical themes emerged in the colour palette nodding to Gabrielle Chanel’s original seafaring-inspired icons. A collection that takes you from beach to yacht to evening dinner along the most beautiful spots of the Mediterranean coastline. And when I call this collection a dream, it’s because it is for most of us right now. Just look at those sienna-tinted sunset images.
Instead of a glamorous Capri show with VIPs, editors and celebrities, Chanel went digital with its Cruise 2020/21 collection — a culmination of hard work from all its Parisian and French workshop staff and ateliers. This was, of course, all under the leadership of Virgine Viard, who took over after Karl Lagerfeld who passed away last year.
This story first appeared on Prestige Online Hong Kong