"Marseille is a city that engages all your senses. It’s about the deep azure of the sea contrasted with the vibrant city life. " Viard disclosed in her show notes for the Chanel Cruise 2024/25 show, its unique energy and the liberty it embodies were my main sources of inspiration.

The creative helm of Chanel found herself mesmerized by Marseille's inherent vibrancy—its raw, pulsating energy and sense of boundless freedom. This city, with its bustling streets, the rhythmic movement of the sea, and the caress of the salty breeze, offered a tableau vivant, brimming with stories and movements. Viard tapped into this reservoir of inspiration, curating a collection aiming at a younger demographic —one that appreciates the blend of nostalgia with a modern twist, promising both a stylish seaside retreat and an urban chic allure.

Embracing the ethos of beach life coupled with metropolitan finesse , Viard presented a collection that spanned a spectrum from crochet shorts and tweed co-ords to glistening chainmail tops, sequinned jackets, and reinvented denim. This array not only reaffirms the Classic Chanel summer but also introduces a fresh narrative. Warm-toned chains and chunky pearl necklaces, each adorned with the iconic Chanel monogram, intertwined with the soft pastel hues that painted the runway, while the unmistakable Chanel flats offered a nod to leisurely yet elegant vacation vibes.

"Drawing from Coco Chanel’s indelible legacy, the collection channels an energy designed for women on the move —those who navigate the complexity of coastal leisure and the demands of global leadership with equal ease," explained Viard.

Faithful to Chanel's heritage of enhancing attires with striking accessories , this Cruise collection did not shy away from making bold statements. The jewellery, audacious yet harmoniously intertwined with the collection's ethos, played a pivotal role, infusing an extra layer of elegance and sophistication. In true celebration of summer and the overarching theme of freedom, the collection boldly omitted heels, advocating for comfort without compromising on style.

Through Jamie Hawkesworth’s lens, the essence of Marseille was vividly captured, juxtaposing the collection against the city’s dazzling landscapes. Ladj Ly’s films further explored the city's creative undercurrents, featuring Chanel ambassadors delving into Marseille’s artistic venues and engaging with the dynamic local community.

Launching a special "Radio Chanel" initiative, featuring dialogues with noted artists, creatives, and House ambassadors like Marion Cotillard and Michel Gaubert, Viard aimed to embody and celebrate Marseille's diverse cultural vista. This approach not only reaffirmed Chanel’s engagement with local tales but also amplified the brand’s ongoing dialogue between fashion, art, and community spheres.

"The Chanel show in Marseille was a spectacle of extraordinary measures ... Each piece celebrated Marseille’s essence, weaving local arts and cultural notes into the fabric of the designs. The meticulous attention to detail, from the overarching themes to the individual elements, showcased Chanel and Virginie’s dedication to glorifying the spirit of Marseille," a show attendee remarked.

The Chanel Cruise 2024/25 showcase in Marseille transcended typical fashion paradigms, emerging as a vibrant homage to a city synonymous with freedom, creativity, and the art of living. Under Virginie Viard’s visionary guidance, inspired by the compelling allure of Marseille, a collection was born that effortlessly marries Chanel's storied heritage with a forward-thinking fashion ideology. This collection not only reaffirms Chanel’s leading role in celebrating and shaping the future of women's fashion but also epitomizes a timeless summer revival—celebrating sophistication, liberty, and the beauty of the present moment.

Through every crafted piece and nuanced design, Chanel's Cruise 2024/25 collection stands as an ode to timeless elegance and the unbridled joy of sunlit freedom, urging us to embrace every moment with confidence and grace.