For its resort 2024 collection, Chanel took us to Los Angeles – the Paramount Studios lot to be specific. With stars including Margot Robbie, Kristen Stewart and Marion Cotillard lighting up the front row, and a post-show performance by Snoop Dogg, this was a very Hollywood affair. Ahead of Virginie Viard’s show, movie billboards promoting it as a “One Night Only” event went up around town, making an explicit point about Chanel’s embeddedness in LA’s dominant culture (a 30,000-square-foot Chanel store, the brand’s biggest in the U.S., opened on Rodeo Drive last week). As a matter of fact, Viard didn’t look at the silver screen or the red carpet for inspiration, but to what appeared to be a more quotidian example of Los Angeles: the Venice Beach boardwalk, a see-and-be-seen playground for roller skaters, weight lifters, beach bunnies, and epic sunsets. “I thought let’s do Jane Fonda, Cindy Crawford – all our heroines,” she said at the “accessoirsation” of the collection. “There are jeans, a more aerobic feeling; every show is the occasion to do something we’ve never done before.” Viard’s stamp is the more feminine, youthful hand she’s brought to the house since taking over as artistic director in 2019, but the sporty vibe of the collection, with its leg warmers, wedge heel sneakers, running shorts, and swim tanks, plus the occasional skateboard, was something new. Not every look was a success, though. Still, think of it as a Chanel look for a star’s every occasion, including, in a serendipitous bit of timing, Robbie’s upcoming press tour for Barbie, which is shaping up to be the movie of the summer.
Collage by Edward Kanarecki.
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