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After Dakar and the Métiers d’art collection in 2022, head to the City of Angels. The emblematic fashion house Chanel presented its new cruise collection on Tuesday within the walls of Paramount Studios, which recalls Coco Chanel’s close relationship with American cinema.
Last Friday, a new Chanel flagship opened its doors to prestigious guests and the general public in the famous Beverly Hills neighborhood. A week later, it’s in the same city, but in a completely different place that the fashion house has put its bags and creations, to present its latest cruise collection. But why did Chanel choose Los Angeles?
Between fashion and cinema
The story goes back to the 1930s. Gabrielle Chanel, designer of the House and great couturier, left Paris at the request of the famous American film producer Samuel Goldwyn, to design the costumes for some of his films. He was seduced by the designer’s talent and French style, and she discovered new opportunities across the Atlantic. Since then, the link between the Parisian fashion house and the City of Angels has continued and continues to evolve.
Virginie Viard, artistic director of the House since the death of the Kaiser in 2019, has chosen to return to these iconic lands. And this, by delivering a new cruise show, while paying tribute to Chanel and its designer.
Yes, come back, because it is not the first time that the French label by the conquest of the the American soil. In 2007, it chose Santa Monica Airport in Malibu to present its annual cruise collection. 16 years later, things have not changed, or almost…
In an interview with Le Point magazine, Bruno Pavlovsky, president of Chanel SAS, talks about the Parisian fashion house, the United States and the rich and powerful American market.
If Chanel chose Los Angeles as the venue for its fashion show, it’s not by chance. The American market is of paramount importance and remains one of the most dynamic, both before and after the pandemic, said Bruno Pavlovsky. Thanks to this global health episode, Chanel has implemented new digital devices to give customers a new experience of the brand. Since then, “the craze hasn’t waned“.
For Chanel, the American market has established itself as the leading market for couture. Between the imprint that Gabrielle Chanel left and the unique service provided to this clientele across the Atlantic, the Chanel spirit is anchored in people’s minds. The proof is in the theme of this year’s Met Gala, which was a fabulous tribute to Karl Lagerfeld. For Americans, Chanel exudes glamour, luxury, elegance and above all, French style, so often imitated, but never equaled.
Los Angeles, Chanel’s new Eldorado
In Los Angeles, San Francisco, New York and Miami, Chanel is present in more than 100 points of sale, including 30 boutiques throughout the United States. The new store, located in Beverly Hills at 400 North Rodeo Drive, covers more than 3 000 square meters and is the largest on the continent. According to Bruno Pavlovsky, it is part of the development of this new relationship with customers. Designed by architect Peter Marino, this new immaculate white store with large windows is “a point of discovery for the brand, offering all its universes”.
American customers are very committed to ready-to-wear, according to Mr. Pavlovsky, who accounted for 50% of sales in the first two days of opening in the Rodeo Drive store. Shoes are also a must-have for them. In fact, the United States is Chanel’s number one shoe market.
With a store opening, a cruise collection and soon many events in the new space with the double C in California, Chanel has not finished conquering the United States and its it-girls.
Read also >Chanel takes its summer quarters in the heart of Saint-Tropez
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After Dakar and the Métiers d’art collection in 2022, head to the City of Angels. The emblematic fashion house Chanel presented its new cruise collection on Tuesday within the walls of Paramount Studios, which recalls Coco Chanel’s close relationship with American cinema.
Last Friday, a new Chanel flagship opened its doors to prestigious guests and the general public in the famous Beverly Hills neighborhood. A week later, it’s in the same city, but in a completely different place that the fashion house has put its bags and creations, to present its latest cruise collection. But why did Chanel choose Los Angeles?
Between fashion and cinema
The story goes back to the 1930s. Gabrielle Chanel, designer of the House and great couturier, left Paris at the request of the famous American film producer Samuel Goldwyn, to design the costumes for some of his films. He was seduced by the designer’s talent and French style, and she discovered new opportunities across the Atlantic. Since then, the link between the Parisian fashion house and the City of Angels has continued and continues to evolve.
Virginie Viard, artistic director of the House since the death of the Kaiser in 2019, has chosen to return to these iconic lands. And this, by delivering a new cruise show, while paying tribute to Chanel and its designer.
Yes, come back, because it is not the first time that the French label by the conquest of the the American soil. In 2007, it chose Santa Monica Airport in Malibu to present its annual cruise collection. 16 years later, things have not changed, or almost…
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After Dakar and the Métiers d’art collection in 2022, head to the City of Angels. The emblematic fashion house Chanel presented its new cruise collection on Tuesday within the walls of Paramount Studios, which recalls Coco Chanel’s close relationship with American cinema.n
Last Friday, a new Chanel flagship opened its doors to prestigious guests and the general public in the famous Beverly Hills neighborhood. A week later, it’s in the same city, but in a completely different place that the fashion house has put its bags and creations, to present its latest cruise collection. But why did Chanel choose Los Angeles?
Between fashion and cinema
The story goes back to the 1930s. Gabrielle Chanel, designer of the House and great couturier, left Paris at the request of the famous American film producer Samuel Goldwyn, to design the costumes for some of his films. He was seduced by the designer’s talent and French style, and she discovered new opportunities across the Atlantic. Since then, the link between the Parisian fashion house and the City of Angels has continued and continues to evolve.
Virginie Viard, artistic director of the House since the death of the Kaiser in 2019, has chosen to return to these iconic lands. And this, by delivering a new cruise show, while paying tribute to Chanel and its designer.
Yes, come back, because it is not the first time that the French label by the conquest of the the American soil. In 2007, it chose Santa Monica Airport in Malibu to present its annual cruise collection. 16 years later, things have not changed, or almost…
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