Chanel Cruise 2025

Chanel Cruise 2025

Chanel's Cruise 2025 collection, presented in Marseille, fused youthful energy with the city's unique culture. Creative director Virginie Viard's designs mixed urban and Provençal influences.
May 3, 2024

The Chanel Cruise 2025 (Resort 2025) collection sailed into Marseille, bringing a breath of fresh, youthful energy to the French port city. Creative director Virginie Viard chose the rooftop of Le Corbusier’s iconic Cité Radieuse as the backdrop for her latest offering, which fused urban influences with playful nods to Provençal style.

Despite the blustery weather, the show attracted a star-studded crowd, including Charlotte Casiraghi, Phoebe Tonkin, Anamaria Vartolomei and Lily-Rose Depp. The latter, dressed in a floral-embroidered miniskirt and black crop top, praised the collection’s cinematic quality and vacation-ready pieces like one-piece swimsuits.

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Viard’s designs were clearly aimed at a younger demographic, with a mix of feminine and androgynous looks. White cotton and lace dresses evoked vintage nightgowns, while tweed board shorts, black surf shoes and terrycloth tunics added a sporty edge. The collection’s palette ranged from concrete to charcoal and jet black, punctuated by pops of primary color inspired by the building’s gridded facade.

The Brutalist architecture of the Cité Radieuse proved an ideal backdrop for the monochrome tweeds, crochet jackets, neoprene swimsuits and sheer dresses in dense nautical prints. Alternative bridal looks, including lace eyelet slips and ivory shorts, added a romantic touch to the urban vibe.

Marseille’s unique energy and cultural diversity made it a fitting choice for Chanel’s latest destination show. “It’s a city that’s all about the clash of cultures,” noted Casiraghi, who spent part of her childhood in nearby Provence. The brand’s president of fashion, Bruno Pavlovsky, echoed that sentiment, explaining that Chanel seeks to understand and capture the energy of the world, even in unexpected places.

To engage with the local community, Chanel organized a free exhibition at the Museum of Civilizations of Europe and the Mediterranean (Mucem), showcasing collaborations between artists and the house’s specialized workshops. This outreach reflects the brand’s efforts to broaden its customer base and connect with a new generation of luxury consumers.

As Chanel navigates the changing tides of the fashion industry, Viard’s youthful, energetic vision for the Cruise 2025 collection demonstrates the brand’s ability to evolve while staying true to its core codes. The Marseille show may have been windswept, but it signaled a new direction for the iconic French house.

Read more: Chanel chooses Marseille to showcase its Cruise 2025 collection

©Photo: Chanel