French extreme luxury Maison CHANEL and the brand’s creative director, Virginie Viard, have chosen to present their upcoming Cruise 2024/25 collection in Marseille, France. Why Marseille, you may ask? Well, the exclusive luxury house sees it as the pulsating heart of the Mediterranean, at the crossroads of contemporary cultures. To help hype up the excitement for the upcoming collection, the brand has released a beautiful film directed by Ladj Ly, with a choreography imagined by (LA)HORDE, dancers of the Ballet National de Marseille and dancer and friend of the House Marion Barbeau as they explore the city’s iconic landmarks of the Phocaean City, from the Vieux Port to the Unité d’habitation a modernist residential housing building developed by the legend Le Corbusier.
There is something beautiful in the juxtaposition of the dancers’ movements set against the concrete pillars of an almost brutalist building, all the wild wearing stunning handcrafted pieces of clothing. This really is art.
The film of the CHANEL Cruise 2024/25 show will be revealed on Thursday, May 2nd at 6.30pm, Marseille time, 12:30 EST.