Chanel has announced that it is heading to Marseille, France for its Cruise 2024/25 fashion show.
By selecting the Southern French city, the brand is looking to the vibrant culture and allure of not just France, but the Mediterranean coast at large. The announcement of the forthcoming cruise show continues the brand’s celebration of global culture through destination fashion shows – coming behind its runway presentations in Les Baux-de-Provence, Monte-Carlo and Los Angeles.
Aside from Chanel, the fashion industry at large has seen a robust return to destination shows post-pandemic with brands like Louis Vuitton, Balenciaga, Dior, Gucci and more in cities including Seoul, Mumbai, Hong Kong and Los Angeles. Towards the end of 2023, it was announced that over 250 Karl Lagerfeld-designed Chanel Haute Couture pieces were heading to auction. The pieces came from the collection of French businesswoman Mouna Ayoub, whose entire haute couture catalog boasts approximately 2,500 pieces.
“[I’m doing this] for two reasons really: Number one, they don’t fit me anymore. Number two, I really want to give the young generation that didn’t know Karl and didn’t have the chance to own any haute couture pieces by Karl to own them and wear them and love them like I did — especially since most of them have never been worn,” Ayoub explained to WWD.
Chanel’s Cruise 2024/25 runway show is set to take place on Thursday, May 2, 2024, in the coastal city – continuing Chanel’s signature house codes. Stay tuned for more information about the forthcoming runway show.