The cruise collection has been rooted in the history of the house of Chanel, since the early 1920s, when Gabrielle Chanel offered her clients light and comfortable models for different sunny destinations such as the Riviera and the Lido beaches in Venice.

Black and white outfits against a background of immaculate stones: the house of Chanel has moved to Carrières de Lumières in Provence for its 2021-22 cruise parade, in digital version, in the hope of presenting its next fall haute couture collection – winter 2021-22 in Paris, in real life, next July.

This cruise collection, shown outside of Fashion Weeks, was shot in the digital art center in Baux-de-Provence, in the south of France, and the film was unveiled on social media on May 4.

The place is symbolic for the fashion house: it is there that Jean Cocteau, friend of Gabrielle Chanel, filmed Le testament d’Orphée with Jean Marais (1960). It is the graphic purity of this film which inspired the artistic director of Chanel Virginie Viard for a collection “very clear, of a very distinct two-tone, made of bright white and deep black”, according to a press release. “Echoing the extreme modernity of Cocteau’s film, I wanted something quite rock” which translates into fringes, leather, T-shirts, and fishnet tights, worn with white ankle boots like silver babies.

Chanel cruise collection in the digital art center of Baux-de-Provence, southern France, May 4, 2021 (Chanel)

In an interview with the specialist magazine WWD, the president of the fashion activities of Chanel, Bruno Pavlovsky, said he hoped that the next couture collection would be presented in Paris in July during a physical parade as France began the gradual lifting of the lockdown. . “I hope that other houses will follow”, he underlined while several heavyweights like Saint Laurent, Celine or Balenciaga now follow their own rhythm and unveil the films of their collection outside of the Fashion Weeks which, pandemic obliges, are virtual.

Chanel cruise collection in the digital art center of Baux-de-Provence, southern France, May 4, 2021 (Chanel)

“I hope that everyone will return to the official calendar because the strength of Paris lies in its Fashion Weeks (…) I think we need to find a little discipline in terms of organization”, underlined Bruno Pavlovsky. “This does not prevent events from being organized elsewhere during the rest of the year,” he added.

Chanel cruise collection in the digital art center of Baux-de-Provence, southern France, May 4, 2021 (Chanel)

The Chanel couture show next July is due to take place at the Palais Galliera, a Paris fashion museum which briefly reopened in the fall to inaugurate a major retrospective dedicated to Gabrielle Chanel. The Grand Palais, a traditional venue for Chanel fashion shows for decades, was closed in March for work scheduled until 2025.

“Gabrielle Chanel. Manifeste de mode”, the retrospective of an extraordinary and modern seamstress in a renovated Palais Galliera

Haute couture spring-summer 2021: for Chanel, director Anton Corbijn takes on a “family party”

Alber Elbaz, Charles de Vilmorin and Sterling Ruby: the three new guest members of Spring-Summer 2021 haute couture to follow