After shows staged in cities like Dakar, Paris, and Manchester, CHANEL’s next collection will be unveiled in Hangzhou, located 200 kilometres south of Shanghai. The show will take place “on the mythical West Lake” in the heart of the city on December 3. A Unesco World Heritage site since 2011, West Lake’s vast expanse – spanning 15 kilometres in circumference and 3 kilometres in diameter – along with its breathtaking natural beauty, has long inspired poets and artists alike.
Indeed, the legendary lake is featured on the 19th-century Coromandel lacquer screen in Gabrielle Chanel’s office at 31 Rue Cambon in Paris. As the brand pointed out in a statement, this screen has been a “source of dream and creativity, fuelling the couturière’s imagination.”
For the event’s promotion, Chanel enlisted renowned German director Wim Wenders and brand ambassador Tilda Swinton. In a short film, Wenders follows Swinton as she explores Chanel’s office on Rue Cambon, where she discovers the treasured Chinese screen, before journeying to the iconic lake in China. “A true invitation to travel, both in reality and with the imagination, to be fully unveiled on November 30, 2024,” noted the brand
Beyond the storytelling, Chanel’s choice of China is also driven by strategic commercial considerations. Luxury brands are increasingly holding their events in this market, which remains a vital region despite a slowdown in luxury goods sales following the post-Covid crisis. Hangzhou stands as one of the top 10 cities for luxury in China, just behind Beijing and Shanghai.
Tilda Swinton for CHANEL
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