As major cities around the world reopen, CHANEL is eager to resume business as usual | The announcement came with Cruise 2020/21 collection that the brand presented online:
Meanwhile, the renowned luxury label has unveiled its Cruise 2020/21 collection in a lookbook and video that went live on Chanel’s website and social media platforms on Monday, June 8. “This is really the first time at Chanel that we’re showing a collection without a runway show,” Pavlovsky added. “We’re trying to compensate for this, in a different format of course, with this presentation.”
“Initially I had Capri in mind, where the show was supposed to take place but didn’t happen in the end because of lockdown,” the House’s creative directorsaid of the collection. “So we had to adapt: not only did we decide to use fabrics that we already had, but the collection, more generally, evolved towards a trip around the Mediterranean… The islands, the scent of the eucalyptus, the pink shades of the bougainvillea.
Next up for Chanel is a digital version of Paris Couture Week that is set to take place on July 7. With store closures still in effect in countries like the U.K. and U.S., the company made a decision to keep its spring range on racks for longer than usual, while the launch of its Métiers d’Art line rescheduled from May to early July. Consequently, the pre-fall collection presented to Chanel store buyers in early February will be delivered from mid-July until September.
Starting with the aforementioned cruise line, which will arrive in stores on November 15, Chanel is determined to make a return to ‘business as usual.’ “This cruise collection has been a way to get everyone back into the life of the company, and we will continue with couture,” Pavlovsky explained. “I was with Virginie [last week] when she brought the first 25 sketches to the heads of the couture workshops, and I can tell you, everyone was smiling from ear to ear. Life goes on.
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