Chanel makes a striking return to the South of France with its highly anticipated Cruise 2025 (Resort 2025) collection. This time, the iconic fashion house has chosen the vibrant port city of Marseille for its grand showcase on May 2nd.
Known for its dynamic energy and cultural vitality, Marseille is celebrated as one of the most vibrant locations on the Mediterranean coast. This choice resonates deeply with Chanel’s ethos, as the brand continually seeks to align itself with cities that reflect its spirit of creativity and innovation. The city’s multicultural ambiance, with its historical ties to North Africa, offers a unique backdrop that differs from the usual glamour of Cannes or Saint-Tropez. This is a perfect fit for Chanel’s strategy of appealing to a younger, more diverse audience.
Virginie Viard, Chanel’s creative director, has a history of choosing French Riviera destinations such as Les Baux-de-Provence and Monte Carlo. But Marseille’s edgier reputation, coupled with its status as a hub for creatives and designers, represents an exciting new chapter for the brand. The presence of Chanel in Marseille, part of the OpenMyMed festival, testifies to the budding fashion scene in the city, which has already attracted younger labels like Jacquemus and Koché.
Following their recent Métiers d’Art show in Manchester, England, Chanel‘s choice of Marseille for the Cruise 2025 show is a clear nod to their evolving approach – one that seeks to combine tradition with modernity, and luxury with cultural richness.
Read more: Chanel Haute Couture Spring/Summer 2024