On the rooftops of MAMO, the Centre d’art de la Cité Radieuse in Marseille, the Chanel Cruise 2024/2025 fashion show takes place
Words DOMENICO C
The collection navigates through the codes of the maison revisited thanks to the aesthetics and sensations of Marseille, a port city that has always been a crossroads and emblem of multiculturalism. Virginie Viard goes beyond the ordinary, creating an underwater journey and slowly climbing through embroideries, diving hoods, sequinned jackets and swimwear. The new Chanel Cruise is a sport couture collection with a deep maritime allure. Not only the classic Chanel codes. The collection contrasts brutalism and movement, rationality and passions.
The MAMO, designed by Le Courbusier, features a poem of dresses with a very short silhouette. A new dress code made of mini shorts, hot pants, mini dress with central zip along with shiny flats that recall the traditional rock shoes, tweed suits and bouclé jackets that become over, straw hats, swimsuits which look like crochet and are worn together with flip flops from the high wedge and terry strings, fil rouge of the entire collection, summer symbol par excellence that Virginie Viard elevates to luxury footwear. In addition to the classic black and white – declined in final looks, Viard explores a new myriad of colors, from pastel pink to lime green, and a series of geometric applications and marine prints, as well as the stars, pearls and double C.
The new chapter of Chanel started with the creation of a radio, Radio Chanel, on which throughout the day a program aired to talk about the creative process. In addition to the hosting of Ambassador Caroline de Maigret, Anna Mouglalis, Charlotte Casiraghi, Lily-Rose Depp and Marion Cotillard participated, as well as personalities from the music world and those linked to the city of Marseille.
The collection tells of a new elegance linked to the idea of movement. A constant vibration that is linked to that of the wind and sea of the French city. A sense of fluidity that embraces the body and draws it. New ideas of women. New fashion ideas. A certainty. Chanel’s ability to read contemporaneity, and to contrast what apparently seems awkward with harmony. La Cité Radieuse, a building that was born as an Unité d’Habitation, today a symbol of light. The flow of perception on the roof of the MAMO. Block out the moment to build a new wardrobe. Chanel-speaking. Chanel native (for ever) speaking.
