Chanel restarts from Shenzhen

A kiss cam was in action inside the Chanel house. Like at a Super bowl game, it captures and broadcasts special greetings on the stadium’s large screen: Marion Cotillard, Whitney Peak, Caroline de Maigret and Nile Rodgers, the hitmaker, guitarist, producer, and founder of Chic. Some of the guests brought by the double-C fashion house to Shenzhen attended the repeat of the 2023/24 cruise fashion show already held at the Paramount studios in Los Angeles (see MFF of may 10). This marked the arrival of Hollywood in China on the debut of the collection in local stores. The same collection will be presented in Italy at the end of the month with the opening of the mega boutique in Milan on Via Montenapoleone, at the corner of Via Pietro Verri.

However, the focus is on the arena in the Shenzhen bay sports center, which has a black floor with white stripes and a logoed center similar to a basketball or football court. The arena hosted two fashion shows that attracted around 2,000 people, mostly customers. «We are witnessing a Chanel attraction», Bruno Pavlovsky, president of fashion at Chanel and president of Chanel sas, said to MFF. «We have prepared ourselves to be a strong local player. In 1999, we had no boutiques in China, and now after 24 years, we have 15 stores with an incredible 800 people entering them daily». As a result, customers, especially the new generation, are an important investment. «Will China continue to grow? While acknowledging the potential growth in the Chinese market, our primary focus is on attracting a new generation of consumers on a large scale through style, silhouette, fashion, and accessories».

The fashion show created by Virginie Viard, Chanel’s creative director, successfully showcases a story of classic Chanel designs combined with flashy looks. Nothing quite compares to Hollywood, the birthplace of movies, as a generator of myths. «The goal is to provide a refreshing, carefree, and joyous experience», the creative director herself stated during the fashion show held in Los Angeles. «The event pays tribute to the glamour of movie stars while also invoking the excitement of aerobics, sports, and roller skating. It is all about finding the right balance between a dream world and practical fashion». And balance is crucial from the moment the roller skaters hit the catwalk, creating an instant disco vibe. The soundtrack begins with the legendary notes of Basic instinct, which propelled Sharon Stone to diva status amongst the public. Girls transition seamlessly between a modern L.A. confidential and Boogie nights. Their soft, tousled hair and toned physiques are accentuated by pencil-lined eyes, reminiscent of the classic femme fatales of the 1920s and 1930s, to the shimmering lights of the 1980s. Mirror-like disco balls for wedge sandals, leg warmers for the latest Jane Fonda workout, and embroidered bodysuits and bustiers.

Sparkling sequins adorn dresses designed for dancers. Soft, Barbie-pink, sponge-like robes allude to the 1960s and 1970s, bridging the gap between swimsuits and pajamas. In addition, edgy urban skateboards and vibrant prints in bold, eye-catching colors. The collection features a walk of fame where stars become charming adornments for iconic bags, transformed into jewel bags covered in crystals. And, if you happen to lose your way, the glittering heels of ankle boots resemble artful columns with a manga-inspired feel. At the after-show party, it is time to dance along with the live performance by Nile Rodgers, a renowned composer for Madonna, David Bowie, and Daft punk. (All rights reserved)