Take us to Provence.
Chanel has announced that it will bring audiences its Cruise 2021/22 collection through a special show in the South of France. On May 4, the House will debut its Cruise collection in the small Provence village of Les Baux-de-Provence.
Taking place in the Carrières de Lumières, it's a unique location for what is set to be a very special show. It is an interesting choice for Chanel. The unmistakable limestone quarries of Carrières de Lumières were notably used as the backdrop for the 1959 film Le Testament d'Orphée (Testament of Orpheus). It's a film directed by Jean Cocteau, a prolific creators and also close friend of Gabrielle Chanel. Thus, the House has always had a connection to this place.
The whole concept of Cruise is one that is important to Chanel. It's elemental in a way. Cruise is has been deeply embedded into the heritage and history of Chanel sine the 1920s. Gabrielle Chanel began offering a selection of lightweight and comfortable designs, as her clientele were often bound for sunny holiday destinations including the French Riviera, the Amalfi Coast and the beaches of the Lido in Venice. Thus Cruise was born.
As for this year's show, while we know it will be happening in May in France, we're not sure on the further details - like whether there will be an audience in attendance. At the present moment, France is now allowing shows to take place with an audience in attendance. So it is likely this will be another event that is instead live streamed for all to see.
Although we can't actually travel to France ourselves to experience the bleached walls, cobbled streets and rolling hills, we will have Chanel to help whisk us away.
Stay tuned for more information on how you can watch the Chanel Cruise 2021/22 show for yourself.