Chanel has made history with its recent fashion show in Senegal, marking the luxury brand’s first-ever event in Africa. The traveling show, held at Dakar’s former law courts, showcased the exceptional craftsmanship of Chanel’s artisans, featuring garments adorned with intricate embroidery, lace, sequins, and gold details.
Under the creative direction of Virginie Viard, the collection focused on the glamour and opulence of the 1970s. The models graced the runway in long, sleek coats, flared trousers, and platform shoes, perfectly capturing the essence of the era. The star-studded event attracted notable guests, including Pharrell Williams, Nix, Khadja Nin, and Naomi Campbell.
Chanel’s “Metiers d’art” collection has been presented outside of the official fashion show calendar since 2002, highlighting the exceptional skill and artistry of the brand’s craftsmen, such as embroiderers, glove makers, and jewelers. While the show has traveled to various cities around the world, such as New York, Salzburg, and Shanghai, this is the first time it has made its mark on the African continent.
The preparation for this unique event took three years but was delayed due to the Covid-19 pandemic. Bruno Pavlovsky, president of Chanel’s fashion activities, clarified that the choice of Dakar was not based on a commercial strategy, but rather on chance encounters and the growing cultural influence of the Senegalese capital. When asked about expanding Chanel’s presence in Africa, Pavlovsky mentioned that the company currently has distributors selling perfumes, beauty products, and glasses in Dakar, and has already garnered a loyal customer base in Senegal. However, he emphasized that any future expansion would rely on favorable market conditions.
Chanel’s decision to hold its traveling fashion show in Senegal reflects the increasing recognition and appreciation of African fashion and craftsmanship on a global scale. By shining a spotlight on the work of its skilled artisans in Africa, Chanel continues to push boundaries and celebrate cultural diversity within the fashion industry. The grand event in Dakar beautifully showcased a fusion of glamour, 1970s nostalgia, and African influence, capturing the essence of Chanel as a truly global fashion brand.
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