Chanel made waves recently with its Cruise 2024/25 fashion show, held not just once but twice—in Marseille and Hong Kong. The event was both glamorous and filled with artistic flair, capturing the zeitgeist of two vibrant locales.
The Cruise show kicked off its first leg on the sun-soaked rooftops of Cité Radieuse, Marseille, featuring stunning views and innovative choreography. Chanel partnered with the acclaimed artistic collective La(Horde), known for their unique approach to dance and storytelling through movement. Their collaboration brought the lively spirit of Marseille to life, showcasing not only the fashion but the culture of the city.
Marine Brutti, one of the founding members of La(Horde), expressed both pride and surprise at Chanel’s choice of Marseille, noting, “When you think ‘cruise,’ you think of going on long trips and discovering something totally different. To choose this city which is still French was inspiring.”
This intertwining of fashion and performance art was emphasized through dance sequences choreographed by La(Horde), which were presented alongside the collection. The promotional teaser film directed by Ladj Ly depicted dancers portraying the welcoming heart of Marseille, blending Chanel’s luxurious aesthetic with the informal, spirited nature characteristic of the city. Brutti noted, “The sun, architecture, music, and dance: Marseille has a very strong sense of freedom.”
Spoiling guests with its breathtaking setting and premier talents, the Cruise show featured major celebrity attendees including fashion icons Penélopé Cruz and G-Dragon. Many stars not only watched the runway but participated actively, signalling the powerful intersection of fashion, music, and film.
Hong Kong then became the stage for the second showing, where the energy of the city mirrored the vibrant aesthetics of the Chanel Cruise collection. This event highlighted the luxury brand's global impact and its ability to connect with different cultures through fashion. Shye, a notable Singaporean musician who also attended, reflected on her debut at Chanel’s show, stating, “I was very excited to receive the invitation, and also very nervous.” Shye’s presence underscored Chanel’s aim to celebrate young talent alongside established names.
Notably, the Cruise 2024/25 collection drew inspiration from Marseille’s seaside lifestyle. Shye praised the collection, saying, “I really loved the green tweed jacket with the hood. It’s so wearable and fun.” Her lookbook featured pieces bursting with texture and color, perfectly suited to Hong Kong’s vivid street scene.
The artistic direction taken during the Cruise shows—combining high fashion with contemporary choreography—highlighted Chanel’s commitment to innovation and cross-disciplinary collaboration. Emerging from this spirit was La(Horde)'s representation of the brand, which echoed emotions and narratives through movement. “We try to interrogate what moves us without using words,” Brutti articulated, highlighting the ethos behind their work.
Even after the final curtain fell on the Hong Kong show, the collaboration continues, with La(Horde) invited to curate after-show festivities, showcasing the evolution of Chanel’s narrative both visually and performatively.
Consequently, the dual showcases of the Chanel Cruise collection stand as testaments to the brand's creative breadth and its capacity to engage diverse audiences, leaving designers and guests alike enchanted by the blend of culture and tradition through fashion. With the collection available from November 20, 2024, and the campaign shot by renowned photographer Jamie Hawkesworth set to draw more attention, the anticipation should only grow.
This unique celebration of fashion also reinforces the importance of cultural storytelling, positioning Chanel at the forefront of not only haute couture but also as a vibrant participant within the arts.
