Chanel recently made a bold and unexpected move by bringing its latest Métiers d’Art collection to the city of Manchester. In a remarkable show, the fashion house sought to capture the gritty energy and creative spirit of the city. Throughout the week, Chanel organized a series of events in Manchester, including a dinner at the iconic Salford Lads Club and an exhibition titled “Manchester, Past, Present, Future,” curated by Charlotte Stockdale and Katie Lyall. By embracing the culture, music, and overall vibe of Manchester, Chanel found the perfect backdrop for inspiration.
The highlight of the week was the Métiers d’Art show itself, which celebrated the rare artisans that Chanel has acquired over the years. Virginie Viard, the creative director of Chanel, presented a collection that skillfully combined British references with French artisanal techniques, resulting in a fresh and innovative look. The designs featured intricate embroidery, jeweled buttons, and feathers, garnering high praise as Viard’s coolest collection since taking the helm at Chanel.
In an interview with Chanel’s Fashion President, Bruno Pavlovsky, he provided insights into the decision to take the Métiers d’Art shows to different locations. Pavlovsky explained that, while they could have simply stayed in France, they wanted to follow Virginie’s ideas and seek inspiration from diverse cultures. Each location offers a unique experience and allows Chanel to connect with new energies, art scenes, and music. Dakar and Manchester are just two examples of the places that Chanel has explored, each contributing to the brand’s creative growth.
When asked about the differences between Karl Lagerfeld and Virginie Viard’s approaches, Pavlovsky emphasized their distinct individuality. While Viard is committed to upholding Chanel’s iconic codes, she also adds her own personal touch to each collection, resulting in a freer and more fluid aesthetic. As a result, Chanel has been successful in attracting a wider range of clients, including a younger clientele drawn to Viard’s designs for their sophistication and artistry.
Pavlovsky also discussed the creation of Paraffection, the holding company that encompasses Chanel’s artisans. The acquisition of companies such as Desrues for buttons, Lesage for embroidery, Lemarie, and Maison Michel was aimed at preserving the legacy and craftsmanship of these houses while securing their long-term success. Chanel’s role is to provide support and eliminate administrative burdens for the artisans, allowing them to focus on their creative work.
Despite the challenges posed by the COVID-19 pandemic, Pavlovsky expressed optimism for Chanel’s growth. The brand’s clients have already returned to their boutiques, leading to steady growth. Pavlovsky believes that luxury brands will continue to thrive as entrepreneurs seek to invest in top-quality products with a rich history. Chanel’s wide range of offerings, including perfume, cosmetics, accessories, and shoes, solidify its position in the luxury market.
In terms of store openings, Chanel aims to enhance the quality and relevance of its network in over 50 countries, prioritizing the best shopping experience for its customers. While they may open a flagship store or two each year, the primary focus is on improving their presence in each city, particularly by expanding the size of their boutiques. Pavlovsky stressed the importance of the relationship between Chanel and its clients, which is why they have implemented the Chanel et Moi service program to provide personalized attention and support.
When it comes to e-commerce, Chanel has decided to mainly focus on perfumes and cosmetics, as the brand believes that the physical boutique experience is an essential part of its allure. While online shopping offers convenience for certain products, Chanel wants to maintain the connection between clients and its boutiques, where they can fully explore and discover beautiful products while receiving exceptional service.
To ensure its continued success as a luxury fashion brand, Pavlovsky believes in investing in the best raw materials, nurturing creativity and inspiration, and offering products of real value. Chanel’s campaigns, often shot by Inez & Vinoodh, perfectly reflect Virginie Viard’s vision and capture the essence of Chanel.
Overall, Chanel’s decision to bring the Métiers d’Art collection to Manchester showcases the brand’s commitment to innovation, creativity, and cultural exploration. By immersing themselves in different cities and cultures, Chanel continues to attract a diverse clientele while staying true to its heritage of craftsmanship and elegance. Bruno Pavlovsky’s leadership positions Chanel for a prosperous and beautiful future.
Useful links:
– https://www.vogue.co.uk/fashion/article/chanel-metiers-d-art-2021-manchester
– https://www.nytimes.com/2018/12/03/fashion/paris-shows-chanel-karl-lagerfeld-virginie-viard.html
