‘We prefer dreams to controversy’: Chanel at Paris fashion week | Chanel

Like the Eiffel Tower above the city, Chanel’s role is to “rise above” Parisian fashion even if blinded by runway antics like Kanye West’s, the president of brand fashion, Bruno Pavlovsky.

“Fashion week encompasses many feelings of the moment,” Pavlovsky said ahead of his show on the final day of Paris Fashion Week. “But at Chanel we prefer dreams, serenity, to controversy.”

Chanel designer Virginie Viard based her latest collection on Alain Resnais’ New Wave classic Last Year in Marienbad, which won the Golden Lion at the 1961 Venice film festival. Coco Chanel designed the on-screen wardrobe for its star, Delphine Seyrig. The timeless, timeless chic of the wardrobe Chanel created for Seyrig, which included a classic Chanel two-piece suit and black chiffon cocktail dress, was specifically designed to enhance the intricate storytelling of the edgy twists in the timeline of the film, in which the story unfolds in enigmatic flashbacks.

The audience at the Chanel show was seated in the cinema in front of a giant screen showing a montage of scenes from the film. Models paraded in front of the screen, wearing clothes that were to go on sale in Chanel boutiques next spring, but could very well have been filmed in 1961. The classic black chiffon cocktail dresses, feminine polka dots and the supple, elongated evening dresses emphasized the timelessness of the Chanel aesthetic. The feather trim of a cream dress worn in the film has appeared on several outfits, from evening gowns to tweed suits.

Creations by designer Virginie Viard at the Chanel show. Photograph: Johanna Geron/Reuters

Speaking ahead of the show, Pavlovsky stressed the importance to the brand of Chanel’s continued commitment to brick-and-mortar retail rather than e-commerce. “We have more customers coming to our stores, in every location, than ever before,” he said. “Chanel is not a product, it is a silhouette and a spirit. The best place to discover the silhouette is in a dressing room. With digital, you can see the product, but you cannot see the The creative energy you feel in a boutique is the best way for us to quantify the value of Chanel.

Pavlovsky added that Chanel’s global price alignment strategy, interpreted by some commentators as a first step towards e-commerce, was “the best way for us to organize ourselves at a time of so much economic tension. There’s a lot of uncertainty – for example, we’re looking at what’s happening in the UK – and we have to make sure we create the right conditions for Chanel to continue to be creative.

On December 6, a show in Dakar, Senegal will be the first Chanel show to be held in Africa. “It was Virginia [Viard]said Pavlovsky. “When you look at a map, Chanel has been everywhere in the world except Africa. From day one, Virginie said that was something important Chanel lacked. importance of the city as a focal point for modern African art, as well as its craft heritage.

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