10-word show review: At Chanel fall/winter 2024—a nostalgic homage to Deauville.
Designer: Virginie Viard
Location: Grand Palais Éphémère
The vision: Where did things start for the institution of fashion that is Chanel? It’s almost hard to think about the maison being anything besides what it is today, but every icon has a rich beginning. For Chanel fall/winter 2024, creative director Virginie Viard took us on a journey to where it all started for the house: Deauville, France. In 1912, this popular seaside holiday destination housed the prolific designer’s hat shop. The rest, as they say, was history. Characterised by a winding boardwalk, the platform set the stage for showgoers.
The vibe: There are no corners cut when it comes to the star power that Chanel brings, either. Brad Pitt and Penelope Cruz graced an arena-long screen as a pair of on-screen lovers on a date in idyllic Deauville. Snapshots of the town revealed all its charming glory: breezy wind, scenic views, and a quiet confidence. “Deauville is where everything started for the House. 1912, the creation of her hat shop and then very quickly the first clothes with their visionary, radical style. It’s where it all began for Gabrielle Chanel. This story is very close to my heart,” explains Viard.
Signature silhouettes: As far as fall/winter 2024 collections go, Viard’s interpretation of seaside style was encapsulated by elegance and a hybrid of masculinity and femininity. Anchored by striking outerwear—think peacoats and belted coats—other standout ready-to-wear included dense knit sweaters, pleated skirts, and ankle-grazing trousers. The collection oscillated between a sense of boyish insouciance that the maison is beloved for and a quiet but wistful elegance. It was the palette and accessories, however, that injected a breezy mood into Viard’s overall vision. While she sent out a smattering of pieces in vibrant pastels like pink, mauve, orange, and blue—meant to emulate the sunset in Deauville—it was the lineup’s larger-than-life hats that stole the show. Paired with silk scarves, sheepskin boots, chunky gold, and layered jewellery, the tribute proved to be a magical one.
1 / 8
Look 1, Chanel FW24
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Look 30, Chanel FW24
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Look 52, Chanel FW24
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Look 60, Chanel FW24
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