Viard’s love note to Gabrielle Chanel at the Fall 2024 show in Paris

Before we delve into the mesmerising ambience of Virginie Viard’s fall 2024 Chanel showcase, let us first declare our fascination with the behind-the-scenes dynamics set to unravel in the suite shared by Penelope Cruz and Brad Pitt, as teased in the show’s opening film. There’s a longing to be more than a mere observer—to be the unseen confidante, the cherished guest privy to the intimate interplay between two luminaries of Hollywood.

Cruz and Pitt took centre stage in the opening cinematic piece for the autumn spectacle in Paris, offering a tribute to the iconic Deauville—the cradle of Gabrielle Chanel’s fashion empire and a locale steeped in film lore. This homage was beautifully encapsulated through Inez and Vinoodh’s 35mm film, a nod to Claude Lelouch’s timeless “A Man and A Woman,” setting the stage for the show’s grand opening.

Viard’s showcase was a heartfelt journey back in time, illuminated by the romantic glow of silhouettes wandering the Deauville boardwalks under the shifting skies of dawn and dusk, projected on a grand screen. This very place marks the dawn of the Chanel legacy with Gabrielle Chanel’s first hat shop in 1912. In a touching homage, these iconic hats made a comeback, reimagined for Virginie Viard’s fall/winter 2024/2025 collection, connecting past and present in a beautiful continuum.


Models strolled down the boardwalk, highlighting the scenery of Deauville, in thick naval-style knits, with silk tops with midi collars and low-cut blouses with flounces, herring-bone prints, jumpsuits and negligees that flow with the gentle rustle of wind and crashing waves. Viard’s evocation of the Deauville boardwalk felt like a memory personally experienced, with an unwavering sensory connection between the clothes and the environment of Deauville.

The colour scheme derives its plush pinks, mauves, oranges and pale blues from the shifting tones of the Deauville sky, complemented by the contrasting presence of brown and gold lamé. Iconic Chanel bags prevailed on the catwalk, accompanied by wide-brimmed hats in soft hues, silk scarves, and heeled knee-high boots in the style of the 1920s.

The collection is an ode to the iconic David Bowie, the allure of movie stars on the sand, such as Anouk Aimée, a cherished ally of Gabrielle Chanel,” Viard reveals. “It’s an ensemble rich in warmth, a blend of textures, hues, and shapes. It honours Deauville, the storied locale that forever altered Gabrielle Chanel’s path.”

Here are pieces from a timeless collection:


  • Efua

    Efua Claire Jobi-Taiwo is the fashion and beauty editor at Marie Claire Nigeria. She is passionate about the future of fashion in Nigeria and believes the right outfit can transform the mind and spirit of anybody. She is an excellent event host, mediator and public speaker. She is hopeful to build a beautiful life by God's grace. She is married with a beautiful son and lives in Lagos, Nigeria.

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