On Tuesday May 4th 2021, Chanel will unveil its 2021-2022 cruise line at the career of lights in Les Baux-de-Provence, a small village in the South of France.
The Chanel fashion show will take place on Tuesday May 4th, without an audience, except for a few guests and the brand’s muses, in compliance with a very strict sanitary protocol and will be accessible from 6pm onwards via streaming on the brand’s website.
As a reminder, Chanel’s Cruise and Métiers d’Art collections were conceived as dedicated moments, outside of the official fashion show program, in destinations linked to Chanel’s history or present moment.
Last year, the French fashion house had planned to present its 2020-2021 cruise collection in Capri, but it was finally unveiled in a digital format due to government measures.
A symbolic place
The choice of the site is no coincidence: it was the location for the 1960 film “Le Testament d’Orphée”, directed by Jean Cocteau, a close friend of Chanel. It is also on this friendship that the teasers unveiled by the brand two days before the show are based.
Produced by the duo Inez & Vinoodh, they reveal an inspiration board and feature images from Cocteau’s film, extracts from the artist’s letters to Gabrielle Chanel, as well as decorative elements from the designer’s favourite Parisian flat.
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You can also see photos of the career of lights and flowers of Provence taken by the Dutch duo.
Featured photo : © Chanel