Chanel’s Bruno Pavlovsky On Cruise 2020/21, Covid, and what Karl Would Say…
What happens when a fundamental pillar of a brand – spectacular, large-scale destination shows in some of the world’s most fabulous, far-flung locales – suddenly falls victim to Covid-19’s relentless grip?
That’s exactly what Chanel found itself having to navigate these past few months, having announced back last September – now a distant memory of blithe optimism – that its always-grand Cruise collection would be showcased on the jet-set isle of Capri;
the perfect backdrop for clothing that
would no doubt be purchased for jaunts to this exact spot.
“The idea is the Mediterranean, its islands, the summer, and that always makes me think of the 1960s, all those legendary actresses holidaying on the Italian and the French Riviera,
” Virginie Viard, the maison’s Creative Director told The buzz about the joyful collection, rooted in hazy summer hedonism.
“Sunshine, sophistication, something that is very simple. And beautiful vibrant colours, just like the shades of the bougainvillea.”
Fast-forward to May, and the world was a very different place, leading Chanel to announce that the show must indeed go on, albeit in an equally different guise than originally planned;
a digital presentation in the form of a seven-minute video directed by Julien Pujol.
Still encouraging us to dream, the virtually presented collection, titled Balade en Méditerranée (A Trip Around The Mediterranean) was not only
proof of the house’s deft ability to adapt, but also displayed its dedication to wearability – specifically now, when customers demand more from their clothes than ever.