Virginie Viard‘s latest creation for Chanel‘s Cruise 2024 collection unveiled in Marseille this weekend is nothing short of a pure celebration of summer. Breaking away from the traditional confines, Viard has ingeniously infused the essence of Marseille’s coastal charm into Chanel’s iconic style, crafting a collection that is both refreshingly unexpected and exquisitely beautiful.
Drawing inspiration from the depths of the ocean, the collection takes us on an aquatic adventure, with whimsical details such as diving hoods adorned with press studs adorning aniseed-green Chanel suits and collar accents reminiscent of the swinging sixties. Delicate embroideries featuring lovestruck fish, intricate fishing nets, and enchanting shells gracefully embellish a range of garments, from dresses and suit jackets to waistcoats and T-shirts, evoking the mesmerizing allure of underwater life.
However, the collection is not confined solely to the depths of the sea; it also pays homage to the sun-kissed days of summer spent lounging by the pool. Reflecting silvery sunbeams, rippling waves, and playful shapes, the designs come alive with neoprene-like jerseys, shimmering tweeds, and sequined jackets. Vibrant hues and geometric motifs reminiscent of Marseille’s architectural mark take long dresses, tunics, and embroidered pockets, capturing the essence of the city’s vibrant energy. Talking about Marseille Viard shares with the press: “Marseille is a city that puts me in touch with my emotions. I tried to capture its power of attraction, its breath of fresh air, and to convey the energy that reigns there. And you couldn’t ask for a better backdrop to a runway show than the Cité radieuse,” adding “The sun, architecture, music and dance: Marseille also has a very strong sense of freedom. I was inspired by the codes of lifestyle, of everyday life and by all the things that invite movement. The sea and the wind made me want to play with wetsuits.”
In a playful nod to leisurewear, the collection reimagines classic sweatshirt elements with a whimsical twist, featuring fish-printed chiffon and kangaroo pockets adorning sleeveless dresses and sheath dresses. Embracing the spirit of movement, Bermuda shorts trimmed with embroidered braid, tweed cycling shorts, and oversized jackets add a dynamic flair to the collection.
Chanel Cruise 2024 is not forgetting the essence of summer, swimwear takes center stage with bloomers, briefs, and side-opening dresses exuding a carefree vibe. Delicate waffle fabric skirts, petticoats, and bodices in ivory ladder lace and patchworks of broderie anglaise showcase the epitome of summertime elegance. Completing the ensemble are terry toweling flip-flops with platform soles, perfect for strolling along the sun-drenched shores of Marseille.
Paying homage to menswear, shouldered peacoats in crisp white or timeless black and white, paired with sleek black patent shoes, add a touch of sophistication to the collection. Virginie and her team are also experimenting with layering, shirt collars, French cuffs, and jackets are artfully paired with other garments, creating a harmonious fusion of style and versatility.
Finally, the iconic little black dress receives a contemporary update with a jersey bustier adorned with delicate floral embroidery, showcasing Viard’s blend of classic elegance and modern design lines. With each piece meticulously crafted to evoke the spirit of summer, Chanel Cruise 2024 collection is another chapter in the maison’s long standing romance with the French Riviera nestled within Marseille’s brutalist architecture.
Discover all the looks from Chanel Cruise 2024 / 25 in DSCENE’s gallery:
Chanel Cruise 2024.25 team and cast
Hair Stylist: James Pecis
Makeup Artist: Lisa Butler
Casting Director: Aurelie Duclos
Models: Abby Champion, Addison Soens, Akon Changkou, Alaato Jazyper, Alice Charvet, Alix Bouthors, Amelia Gray, América González, Amira Al Zuhair, Angelina Kendall, Annie Arnander, Anouk Smits, Anyier Anei, Apolline Rocco Fohrer, Arnelle Slot, Assa Sidibe, Aurelia Coillou, Awar Odhiang, Bibi Breslin, Camille Chifflot, Catarina Guedes, Dana Smith, Ella Mccutcheon, Evie Harris, Famke van Hasselt, Fran Summers, Giselle Norman, Greta Bultmann, He Cong, Huijia Chen, Hyunji Shin, Ida Heiner, Ivanka Smilenko, Jade Nguyen, Jill Kortleve, Karolina Spakowski, Kate Kraaijeveld, Kim Schell, Laura Helene Christensen, Libby Bennett, Lilou Herve, Lily Stewart, Lily Vander Meeden, Loli Bahia, Lou Blusson, Louise Robert, Luiza Perote, Lulu Tenney, Lydia Celesta, Mariam de Vinzelle, Mathilde Henning, Merlijne Schorren, Nikki Vrekic, Nora Attal, Ola Rudnicka, Olivia Martín, Qianxia Ye, Quannah Chasinghorse, Rachel Marx, Rebecca Leigh Longendyke, Rosalieke Fuchs, Saphira Krumhaar, Sara Caballero, Sara Grace Wallerstedt, Saunders , Seoyeon Lee, Sien van den Brande, Tanya Churbanova, Tinglei Liu, Vivienne Rohner, Xu Wei, Yar Aguer, Yilan Hua, Yoonmi Sun
As a dissatisfied Chanel customer, I can’t help but feel disappointed with the direction Virginie Viard is taking the brand. Her Cruise 2024 collection may have received praise for its supposed homage to Marseille’s coastal charm, but as someone who’s experienced firsthand the quality issues with Chanel products, I can’t help but question her priorities. Instead of focusing on creating timeless pieces that exude luxury and durability, Viard seems more concerned with gimmicky details and forced themes. Frankly, if this is the best Chanel can offer under her leadership, perhaps it’s time for her to step aside and make room for someone who truly understands the essence of the brand and values craftsmanship over fleeting trends.
it is really easy to gang up on Virginie but I really love what she did for Chanel this time, absolutely loved the FAll Winter 2024 collection as well with the large hats. This is the brand heritage maybe chanel is just not for you and maybe you should take better care of your bag?
it is easy, cause this chanel collection is a mess
hey chanel, fire her.
yesterday!
While there might be a few elements in Virginie Viard’s Chanel Cruise 2024 collection that catch the eye, overall, it falls short of capturing the essence of true Chanel elegance. The attempt to infuse Marseille’s coastal charm into the designs feels forced… not sure what the connection of the La Corbusier architecture has to do with these tired all unfitting pieces…. and the execution lacks the finesse and sophistication synonymous with the brand. It’s evident that the momentum Karl Lagerfeld once brought to Chanel has dwindled, leaving behind a void that Viard struggles to fill. The collection comes across as cheap and haphazard, lacking the meticulous attention to detail and timeless allure that defined Lagerfeld’s reign. It’s a far cry from the Chanel we once knew and loved, leaving loyal enthusiasts like myself yearning for the days when the brand’s runway shows were a beacon of true luxury and refinement.
You mean Chanel took a rooftop in Marseille? 🤣🤣🤣🤣
this is so disappointing some of the looks are dying for editing there are moments of pure genius here but then there are disastrous pieces…. virginie viard get your act together girl I understand the average
i have never seen uglier shoes ! what are you doing to Chanel?