Chanel Hits the French Beaches For its Cruise ’21/’22 Collection

It was just one more ideological battleground during the long stretch of this ongoing COVID crisis: in summer of 2020, and again in 2021, going to the beach meant being exposed to the virus, and everyone had an opinion about what was the right or wrong thing to do. So it’s kind of clever that in the campaign for its Cruise 2021-2022 collection, Chanel would hit the beach in the middle of autumn, when proper social distancing is simply a matter of fact.

The collection itself was premiered in Les Baux de-Provence back in May at the Carrières de Lumières, a former quarry that now hosts multimedia art shows, projecting images of famous works by Picasso, Klimt, Renoir, etc, set to aesthetically corresponding music. After such a dramatic gesture, it seemed only natural for Chanel to head back to Provence for the campaign shoot – this time taking in the sun and sand sans crowds and, well, minus those sometimes oppressive summer temps.

Replacing the dazzle of the light show is the sizzle of an all-star cast, with models Louise de Chevigny,
Mahany Pery, Lola Nicon and Anna Ewers throwing provocative poses on la plage, and superstar Dutch photographers Inez & Vinoodh capturing the sometimes sassy images for all eternity. In one particularly striking shot, Ewers stands before the sea and the setting sun in a pink Chanel suit and a black t-shirt bearing fellow model Nicon’s glittery countenance.

The clothes strike a balance between classic Chanel elegance and rockstar cool – so yes, most definitely what we would want to bring with us on vacation.

Creative Director Virginie Viard enthuses that the collection, “Recalls as much the modernity of the sixties as that of punk. Lots of fringes in leather, beads and sequins, t-shirts bearing the face of the model Lola Nicon like a rock star, worn with tweed suits trimmed with wide braids, and pointed silver Mary-Janes.”

Bon voyage!

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