People tend to think of clothes, even the high-end designer ones, as products stemming from a massive industrial process. Well, this is not the case with a house like CHANEL, where luxury is built in its very foundations and manifests itself in every single item. The Métiers d’art shows are a proud expression of the house’s intricate and artful way of treating clothes. For CHANEL, it is all about quality, complexity and authenticity.
Embroiderers, feather workers, weavers, shoemakers, silversmiths and milliners take part in a multidimensional creative operation, each one employing their specific talent and know-how. Following the vision of Virginie Viard, they all contribute to a common plan in the most delicate and artisanal way possible. For the latest Métiers d’art collection, the legendary Château de Chenonceau served as the ultimate paradigm for both the creative and the technical aspect of the designs: The decorative lions that may be found all over the castle (one of Gabrielle Chanel’s favorite themes) appear on the buttons. The black and white floor tiles transmute into patterns for tweeds and bags. The window views and the garden shapes are reinterpreted as embroideries and motifs. Inspiration lies everywhere and creativity stops nowhere.
The workshops of Lemarié, Lesage, Montex and many more houses specialized in a certain craft work tirelessly for the ideal result. From cutting and stitching to sewing and draping, every detail must be carefully thought out and perfectly executed. Come to think of it, high fashion means never settling for something less than the best.
The Coco Beach line was first introduced by Karl Lagerfeld a few years back, as a tribute to summer and the incomparable aesthetic of sun-drenched leisure. Drawing on Coco Chanel’s summer imagery, his successor and longtime colleague, Virginie Viard, decided to continue the tradition, tapping Belgian singer/songwriter Angèle as the face of the new campaign.
Bathing suits, bustiers, airy sleeveless smocks, short leggings and shorts in floral patterns or simply black & white create a mood board of relaxed garments meant to ease the body and boost the mood. On a sandy set with a black background, combining the beach feeling with a studio aesthetic, Angèle flirts with the camera and dances around in a carefree manner that evokes the youthful and positive vibe summer is always associated with.
Comfort and freedom are the main elements CHANEL uses in this collection in order to channel a seaside, coastal resort-like feel. As the new brand ambassador Angèle put it herself “This collection completely suits me: in the celebration of a free, relaxed allure, in the ‘joie de vivre’ that it exudes.” After all, summer is but a perfect opportunity to free ourselves from burdens of all sorts and live the best version of our lives.