Virginie Viard wanted her Chanel collection to feel effortless, but in the end, it appeared to be cluttered with too many ideas. Her vision for Chanel is at its best when she goes minimal – that wasn’t the case this time. “This collection is an ode to liberty and to movement, and tells a story that has its origins in the gardens of the villa Noailles,” the designer said of her spring-summer 2024 offering. The designer referenced the property – which was designed by the architect Robert Mallet-Stevens in 1923 for Charles and Marie-Laure de Noailles, friends of Coco Chanel’s – which sits up in the hills of Hyères in southern France. “Facing south, the villa’s volumes and outdoor spaces – from its cubist chequered garden to its sunken flower beds – light up the SS24 collection with an intense vitality,” the show notes read. “The exhilaration of light and colour, the profusion of geometric patterns, the play of contrasting asymmetries, patchworks, lines, checks and stripes give rhythm to a collection that sets out its own idea of elegance and insouciance.” These prints featured throughout the collection, while silhouettes were breezy, heels were flat and everything was styled with a relaxed attitude. As Cathy Horyn wrote in her The Cut review, Viard knows how to use the Chanel codes, but she’s having a hard time creating a truly appealing character.

Collage by Edward Kanarecki.
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