Under the creative direction of Virginie Viard, Chanel unveiled its Cruise 2024/25 collection in Marseille May 2. The fashion house chose Marseille, a city steeped in history and modernity, as the backdrop for its latest showcase. The light-on-its-feet collection evoked sunlight, ocean, and air, featuring intricately embroideries, hoods, and, of course, swimwear. The looks married Chanel’s classic sophistication with “the pulsating heart of the Mediterranean.”
CHANEL / Le Corbusier, Unité d’habitation, Marseille © F.L.C. / ADAGP, Paris, 2024.
Marseille, with its vibrant energy and expressive culture, served as the venue and inspired the sensibility. Remarking on the show, Maryam Kaba, choreographer and founder of Afrovibe, commented, “What I love about Marseille is you can express yourself.” The MAMO Centre d’art de la Cité Radieuse provided a fitting setting for the showcase, partially designed by Le Corbusier. Among the notable guests attending the show were Marion Cotillard, Tessa Thompson, Lyna Khoudri, YounJung Go, Akhenaton, and many others.
Chanel’s commitment to the arts was further highlighted through its collaboration with the Ballet National de Marseille and Marion Barbeau. In a short film directed by César Award winner Ladj Ly, featuring choreography by (LA)HORDE, Chanel explores the vibrant landmarks of Marseille.
Adding another dimension to the premiere, Chanel took to the airwaves with Radio CHANEL, a special program hosted by ambassador Caroline de Maigret, journalist Géraldine Sarratia, and music curator Pedro Winter, which aired live on the day of the show. The guests engaged in an eclectic dialogue about creation and the exciting spirit of Marseille. A second live session on the same day was held after the show to discuss the collection.
CHANEL / Le Corbusier, Unité d’habitation, Marseille © F.L.C. / ADAGP, Paris, 2024.
Following the cruise show in Los Angeles last year, Chanel continues to push boundaries. The show and accompanying media represent a harmony of fashion, culture, and art. The community of creatives that Chanel consistently brings together drives home the sentiment shared by Lily-Rose Depp during the radio panel: “If you’re open to it, you can find inspiration anywhere.”
CHANEL / Le Corbusier, Unité d’habitation, Marseille © F.L.C. / ADAGP, Paris, 2024.
CHANEL / Le Corbusier, Unité d’habitation, Marseille © F.L.C. / ADAGP, Paris, 2024.
CHANEL / Le Corbusier, Unité d’habitation, Marseille © F.L.C. / ADAGP, Paris, 2024.
CHANEL / Le Corbusier, Unité d’habitation, Marseille © F.L.C. / ADAGP, Paris, 2024.
CHANEL / Le Corbusier, Unité d’habitation, Marseille © F.L.C. / ADAGP, Paris, 2024.
