From Gabrielle Chanel to Karl Lagerfeld and then to Virginie Viard, the road has been full of inspiration, surprises, and iconic clothes. Gabrielle’s innovative designs redefined not only the female wardrobe but the very perception of women during the 20th century. After a period of decline, Karl Lagerfeld managed to modernize the brand, without betraying its core values and original vision. Haute couture met street culture in a progressive and awe-inspiring way that is now considered emblematic. Now it is Viard’s turn to materialize her creative notions and judging by what she has already shown us, the future seems more than promising.

For Anna Wintour, one of fashion’s most important professionals globally, Karl’s style had a dynamic precision unlike anybody else’s, yet Virginie Viard possesses a certain female trait that allows her to explore fashion in a way that aligns perfectly with the contemporary women’s view of it. Having been in touch with CHANEL’s codes from a really young age, film director Sofia Coppola always finds a family sense in them and never ceases to be amazed by the gloriously intricate way in which every collection comes alive every single time. As a CHANEL ambassador of the Viard era, actress Margaret Qualley cannot help but worship the designer’s ability to produce effortless elegance, an attribute that is indicative of Viard’s personality in general: coolness and an under-the-radar ingenuity are the key to creative supremacy.

CHANEL is not just a part of fashion history but a crucial element of fashion’s future too. Where art, style and culture merge, that is where we will always be finding CHANEL.