Chanel’s brand identity is so strong that it is easy to depict when a garment is “so Chanel!”. Think tweed jackets, two-tone slingback heels, espadrilles, garment wear, quilted leather bags and of course, pearls. This collection revolved around iconic pieces with a touch of new tones and twists we were happy to note, particularly revolving around the theme of “flying into space”. It can be exemplified as many “astronaut” touches were seen in the clothes as metallic silver Go-go boots, a plethora of white and gray garments and metallic textures were unequivocally present. Mr. Lagerfeld clearly looks to the future.
To me, this collection targetted the jet-setter. Leave it to Karl to continuously bring something innovative and imaginative to the table, as this show will unquestionably go down in the history of most exceptional fashion shows, essentially due to its set.
For the Chanel AW ’17 collection, Mr. Lagerfeld had spent six months solely creating the set in order to take his audience “into space”. The set took place at the Grand Palais in Paris and a rocket ship was present with the Chanel logo imprinted which completely lifted off (see below for video). Lagerfeld always surprises his audience with his location and design of runway shows. Remaining innovative yet elegant, he has done shows on sets of grocery stores, airports, carnivals, a database center, so the theme of space was no surprise.
According to Mr. Lagerfeld, “People become worse and worse, they see only the screen. They don’t see the world anymore. And I don’t know if they see space…” which is exactly what he brought the peoples’ attention to. Talk about a fashion show literally being a blast…
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During the last semester at the Schulich School of Business in Toronto, Canada, I decided to embark on an exchange program for one semester. I was grateful to attend EDHEC Business School in Lille, France where I discovered my zest for the luxury industry. After obtaining my BBA degree with a major in marketing from Schulich, I'm currently attending Skema Business School in the south of France studying MSc in Luxury and Fashion Management. I'm so happy to be a part of the Subrewind team as it's acted as a platform for me to express topics regarding: 1. fashion houses and their current strategies 2. runway reviews 3. marketing campaigns (traditional and digital) and much more to come! Check out more of my blog posts at: https://www.evaseth.wixsite.com/thatssohaute