A fusion of fashion, art, and architecture in Marseille.
Chanel’s Cruise 2024/2025 runway show in Marseille, France, marked not only a celebration of fashion but also a convergence of art, architecture, and culture. Staged on the rooftop of the Cite Radieuse, an architectural marvel designed by Le Corbusier, the event embodied the essence of creativity and freedom.
The choice of Marseille as the show’s location was a deliberate nod to Virginie Viard’s artistic vision. Known for her ability to infuse vintage-inspired collections with a modern twist, Viard drew inspiration from Marseille’s vibrant creative scene and its rich cultural tapestry.
The show was more than just a display of clothing; it was a multisensory experience. In addition to the runway presentation, Chanel curated a podcast featuring conversations with artists, actors, chefs, and curators—a testament to the brand’s commitment to fostering dialogue and collaboration within the creative community.
Viard’s collection captured the essence of Marseille’s laid-back lifestyle, combining effortless silhouettes with subtle nods to the city’s maritime heritage. From sharp denim to breezy tweeds, each piece exuded a sense of relaxed elegance, perfectly suited for urban-dwelling women on vacation.
The designer’s attention to detail was evident in every look, from the playful charm-bedecked halter tops to the sporty hooded sweaters adorned with the iconic interlocking “C” logo. Crochet bermuda shorts were elevated with mixed-material belts, while rainbow-striped mini dresses exuded youthful energy.
But beyond the clothes themselves, Viard sought to capture the intangible essence of Marseille—the city’s “power of attraction” and “breath of fresh air.” Through her collection, she endeavoured to convey the energy and vitality that permeate the streets of Marseille, infusing each garment with a sense of joie de vivre.
In many ways, Viard’s creative direction for Chanel embodies the spirit of Coco Chanel herself. Just as Coco revolutionized fashion by liberating women from restrictive clothing, Viard continues to uphold Chanel’s legacy of freedom and style. Her collections speak to a new generation of women who demand both elegance and ease in their everyday lives.
As the fashion world continues to evolve, Viard remains steadfast in her commitment to pushing boundaries and challenging conventions. With each collection, she invites us to embark on a journey—a journey of self-expression, creativity, and above all, freedom.
In Marseille, against the backdrop of Le Corbusier’s iconic architecture, Chanel’s Cruise 2024/2025 show was more than just a fashion event—it was a celebration of art, architecture, and the enduring legacy of one of the world’s most iconic fashion houses. And, as the sun set over the Mediterranean, it was clear that Viard’s vision had once again left an indelible mark on the world of fashion.
