Chanel set to stage encore presentation of Cruise 2024 collection in Shenzhen
Chanel Cruise 2024 in Los Angeles, May 2023 / ©Photo: Chanel

Chanel set to stage encore presentation of Cruise 2024 collection in Shenzhen

June 9, 2023
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Chanel, the eminent French luxury brand, is set to reignite the Chinese fashion landscape with its first grand event since the COVID-19 crisis.

A repeat exhibition of its Cruise 2024 (Resort 2024) collection has been scheduled for November 2nd in Shenzhen, a city once a humble fishing village and now renowned as the Silicon Valley of China.

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Chanel, in a recent statement, fittingly described Shenzhen as a “destination open to the world, creation, and the future“, underlining why it has been chosen for the Chanel Cruise 2024 show. This fashion spectacle serves as the brand’s renewed voyage into the heart of Chinese luxury retail, echoing the dynamic relationship that Chanel shares with its discerning clientele around the globe.

A metropolitan powerhouse located on the Pearl River Delta, Shenzhen’s dramatic evolution from a simple fishing village to a buzzing tech hub with 13 million residents is a testament to China’s relentless pace of development. Shenzhen’s position as the eighth city worldwide hosting the highest number of billionaires, according to Forbes’ April publication, makes it an irresistible locale for luxury brands plotting their global expansion strategies.

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The inaugural Shenzhen boutique by Chanel, launched in December 2021, was nestled in the Nanshan District, an area that houses several of China’s mammoth technology firms. Chanel now operates 15 boutiques throughout China, alongside two shoe-dedicated stores, including one in Beijing’s SKP mall, launched in March.

The upcoming Chanel Cruise 2024 event is the first of its kind in mainland China since the “Mademoiselle Privé” exhibition that was held in Shanghai in 2019. Chanel’s history with the Chinese market traces back to the replicated shows of its 2016 Métiers d’Art and the Cruise 2018 collection, staged in Beijing and Chengdu, respectively.

The Cruise 2024 collection was initially showcased on May 9th in Los Angeles, with Paramount Studios serving as the backdrop for the display. Names like Margot Robbie, Kristen Stewart, Riley Keough, Issa Rae and Marion Cotillard were among the star-studded audience that graced the event.

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