This month saw Chanel’s first fashion show outside France since the arrival of the pandemic, and the models on the catwalk were styled to pay light-hearted tribute to the casino and Grand Prix glamour of the location.
Models wore racing-driver jumpsuits, baseball caps, fingerless gloves, black-and-white-chequered sweaters and carried racing helmets. The Monte Carlo casino culture was represented by tiny handbags, designed to look like slot machines and decks of cards.
The target audience for all this glamourous fun is the vast audience that views via social media channels such as Instagram and TikTok, focusing eyeballs across the globe on the brand imagery. “Now we are thinking just as much about the people who aren’t in the room. Putting on a beautiful show is a way of nourishing the imaginary idea of what Chanel is,” said a spokesperson for the iconic fashion house.