Matthieu Blazy’s first Cruise collection for Chanel made quite an impression when it debuted back in April in Biarritz. Presented at the beachfront Casino Municipal, the collection showcased a fresh take on Chanel’s heritage, with a more relaxed, playful energy. Today the collection returns to the coast in a new campaign photographed by Alec Soth at Biarritz’s Grande Plage, capturing a mix of polished looks juxtaposed with seaside ease.
The campaign revisits familiar House codes, including the black dress, which marks 100 years as a fashion staple, and Blazy gives the iconic silhouette a new interpretation, including an oversized version of the bow that appeared on Gabrielle Chanel’s original 1926 design.
There are plenty of references to the Basque coast, from regional stripes and chili pepper jewellery to tamarisk motifs, marine-inspired knits and beach-ready looks. Cotton-canvas suits, silk separates, sailor tops and relaxed overshirts bring a more casual feel to the wardrobe, while tweed, raffia, sequins and intricate beadwork add texture.
Discover the film below.