Oversized coats, wide leg cropped pants, striped sweaters, the classic CHANEL flap bag, black and white patent leather heels, tweed jackets, embroidered leggings, belted wool cardigans, fine materials, vivid colors. A mixture of the best parts of CHANEL’s legacy and the most creative elements of Virginie Viard’s inspiration constitutes the CHANEL Cruise Collection 2019-2020, a collection willing to bridge the past and the present in a future-savvy way.
While many tend to believe that CHANEL’s elegant fashion profile matches luxurious places and upscale occasions better than anything, the CHANEL Cruise 2019/20 promotional video proves otherwise. A train station and all its literal and aesthetic “paraphernalia”, from the passengers and their luggage to the train itself, create a scenery which suggests that when it comes to style everything is a matter of perspective. Airy figures in quality fabrics, calm or vigorous movements, urban style and classic chic coexist in a fruitful combination that allows different attitudes to blend and evolve. In order to reach the CHANEL core you don’t have to own a strict identity. You only need to be original and true to yourself.
Comfort, functionality, sophistication, all adorned with unapologetic modernity. Virginie Viard imagines a powerful woman fully aware of her potential, travelling from one place to another with an open mind. From tweed jackets to romantic long dresses in white lace, CHANEL Cruise makes it clear that everything is possible as long as you do it with style.
Being one of the late Karl Lagerfeld’s muses certainly has its perks and for Lily-Rose Depp, serving as the face of CHANEL Beauty is a pleasurably expected consequence of her strong bonds with the brand. For this year’s holiday CHANEL №5 L’Eau ad, Lily followed the instructions of CHANEL’s long time collaborator, Jean-Paul Goode, and delivered a delightful result, evoking feelings of festivity and coziness.
In a 40s beauty look, wearing a mini black dress and knee-high red boots, Lily appears sitting on top of a huge, snow-covered CHANEL №5 L’Eau fragrance bottle. She looks amazing as well as amazed, while holding a crystal ball that contains the same fragrance bottle she’s sitting on – obviously on a smaller scale. As she gazes into the globe, she realizes that №5 is indeed her favorite number which makes her attraction to the fragrance all the more intense and joyous. Looks like buying culture is not the only thing that brings us close to high-end pleasures. A fine holiday experience like the one CHANEL is able to offer, acts more as an organic link to happiness than as a shopping session.
“I loved playing the character created by Jean-Paul,” Depp said in a statement for Chanel. “The joy and wonderment reminded me of how I felt as a little girl on Christmas morning.” And this was the exact goal of the campaign. Child-like playfulness, carefree attitude, stylish aesthetic and a festive setting, all graced with a sprinkling of modern surrealism gave us a video we won’t easily forget.