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Chanel and Deauville share a love story that lasted for over a century. When Gabrielle Chanel opened her first store in the Norman seaside resort in 1912, she could not have imagined that she was sealing the fate of her brand with that of this town. Since then, the two names have been inseparable, united by a common passion for casual elegance and lifestyle.
The Chanel’s Fall/Winter 2024–2025 fashion show, orchestrated by Virginie Viard, celebrated this timeless connection by transporting guests to the heart of Deauville, beautifully enhanced for the occasion. A journey filled with romance and references to cinema, cherished by Chanel, for a collection that pays tribute to Gabrielle Chanel’s visionary spirit and her eternal love for the jewel of the Côte Fleurie.
A Spectacular Setting Celebrating the Timeless Elegance of Deauville
At the center of the room, a huge screen brought to life the boardwalks of Deauville, where one could see long romantic silhouettes walking from dawn till dusk. This magnificent decor allowed for a total immersion in the world of the seaside resort, reminding us of Gabrielle Chanel’s deep attachment to this town. As she famously said, “It all started in Deauville.” Indeed, in her shop on rue Gontaut Biron, she offered from 1912 a wardrobe inspired by the maritime spirit, with materials such as jersey, tops and sailor outfits. This Fall/Winter 2024–2025 collection, conceived as the ideal suitcase for a getaway to Deauville, brilliantly perpetuates this heritage.
The centerpiece of each silhouette, wide-brimmed hats in pastel colors, sometimes adorned with a sparkling camellia or a logo set with precious stones, directly echo those that Gabrielle Chanel sold in her Deauville boutique. The designer understood the timeless elegance of this accessory very early on, as evidenced by this quote: “With four yards of fabric and a hat, I can go anywhere.”
Copyright: www.chanel.com
A Show Under the Sign of Cinema
As the official partner of the Deauville American Film Festival since 2019, Chanel wished to celebrate its passion for cinema through this collection. Rolls of 35mm film and cinema tickets were thus printed on a series of pieces, notably airy dresses. This subtle nod to cinema was also illustrated by the reinterpretation of the film A Man and a Woman, made by the duo Inez and Vinoodh, close to the house. This modern reimagining of Claude Lelouch’s classic featured Penélope Cruz and Brad Pitt in the lead roles. Projected at the beginning of the fashion show, this short film plunged the audience into a romantic atmosphere, amidst the boardwalks and bathing cabins of Deauville.
This collection, a true love letter to Deauville, is also an anthem to the casual elegance dear to Gabrielle Chanel. The sailor suit, revisited in black and white with a marked waist, embodies this chic and nonchalant look perfectly. Sailor sweaters with prints of Deauville landscapes add a cozy touch, while evening dresses, fluid and light as an ocean breeze, twirl gracefully.
Through this enchanting show, Virginie Viard pays a vibrant tribute to the love story between Chanel and Deauville, and to the visionary spirit of Gabrielle Chanel. “Fashion is not just about clothes. Fashion is in the sky, in the street, fashion has to do with ideas, with our way of living, with everything that happens,” the designer stated. This Fall/Winter 2024–2025 collection, marked by romance and the timeless elegance of Deauville, proves that her vision is more relevant than ever. The silhouettes seem to have been shaped by the hands of Gabrielle Chanel herself, echoing her eternal love for Deauville, where it all began and where the magic still operates, more than a century later.
Copyright: www.chanel.com
