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Chanel Cruise 2021 is the brand’s first digital show


Muhammad UsmanMultimedia Journalist

10th Jun, 2020. 10:09 am
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One of the biggest, trendy, and expensive international brand Chanel’s Cruise Collection 2021 was scheduled in May 2020. As the Coronavirus outbreak took hold around the globe, it was a no-brainer that the runway show would be canceled. 

According to details, the runway show had to be held in Capri (other Métiers d’Art and Cruise locations include Cuba, Seoul, and Salzburg), and this would have been the brand’s second Cruise collection designed by its new Creative Director, Virginie Viard.

But the brand took a wise decision and instead of canceling the show, the fashion house chose to extend it for a month and designed one of its kind virtual experiences that would be shown on every social platform. On June 8, Chanel released a seven-minute video, directed by Julien Pujol that shows the collection off in an event called “Balade en Méditerranée” (a trip around the Mediterranean).

The new collection will be available in stores in the coming November which will instantly take you to those same Italian beaches. The collection has the 1960s and 1970s style with knit mini shorts, crochet sweater coats, silk midi dresses, and tweed crop top and bell-bottom sets — all in muted pink, white and black tones.

The coronavirus pandemic not just impacted the show’s location but it also had an influence on the design itself. While talking to Vogue, designer Viard said,

 “There are no evening dresses, no heavy things. To accommodate life in quarantine, and we have also made use of materials that wouldn’t stress the supply chain too much. The collection was crafted with all the fabrics we had in stock—all the buttons, all the gallons.”

Maybe a runway show in Capri will hold next year soon after the pandemic’s end. But until now, we can transport ourselves there through our computer screen, with a little help from Chanel.

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