As the highly anticipated Deauville American Film Festival prepares to kick off on September 6, it has secured an esteemed official partner this year – Chanel. This collaboration between the renowned fashion house and the picturesque seaside city of Deauville holds great symbolic significance.
The connection between Gabrielle Chanel, famously known as Coco Chanel, and Deauville was forged through her partner, Arthur Capel, referred to as “Boy”. In 1913, after establishing a successful hat boutique on Rue Cambon in Paris, Chanel expanded her brand by opening her first fashion store in Deauville. Situated on Rue Gontaut-Biron, this new location became a platform for Chanel’s signature aesthetic of simplicity, elegance, and sporty outdoor fashion. In a time when the prevailing fashion trends of the Belle Époque emphasized opulence, Chanel revolutionized women’s clothing by focusing on comfort and introducing beach pyjamas, sailor tops, and jersey sweaters adorned with camellia brooches and pearl necklaces. This audacious style was a result of Chanel’s visionary approach and the limitations imposed by the textile industry during World War I, which led to a scarcity of materials.
The essence of Deauville’s vibrant coastal environment has become deeply ingrained in Chanel’s identity. Just last year, the Master Perfumer of Chanel, Olivier Polge, crafted a fragrance named Paris-Deauville, capturing the essence of the refreshing scents found in the Normandy countryside.
By partnering with the 45th edition of the Deauville American Film Festival, Chanel further solidifies its strong ties to the world of cinema. The brand boasts an impressive roster of brand ambassadors, including illustrious names such as Keira Knightley, Kristen Stewart, Penelope Cruz, Margot Robbie, and Gaspard Ulliel. Additionally, Chanel muse Anna Mouglalis will preside over the Révélations category as the President of the Jury and present the prestigious Louis Roederer Foundation Prize.
From September 6 to 15, 2019, the Deauville American Film Festival will captivate audiences with its exceptional cinematic offerings and celebrate the intersection of fashion, film, and creative expression.
Useful Links:
1. Official Deauville American Film Festival Website
2. Official Chanel Website
