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The promotional campaign for CHANEL Métiers d’art 2024/25: A Journey from Paris to Hangzhou
Jun
The campaign for the CHANEL Métiers d’art 2024/25 collection is a journey across space and time, beginning from the heart of Paris — Gabrielle Chanel’s iconic apartment at 31 Rue Cambon — and drifting into dreams along West Lake in Hangzhou, China. It was at the misty lakeside during the December 2024 sunset that the Métiers d’art show left an indelible mark. In that enchanting setting, photographer Mikael Jansson captured captivating images that vividly express the poetic spirit of this collection, blending historical elegance with a dreamlike allure.
The campaign embodies a dialogue between two continents and two eras, bridging reality and dreams, featuring iconic figures: Tilda Swinton, Liu Wen, and Lulu Tenney. They are all charismatic muses wearing exquisite creations crafted by master artisans: Lesage embroidery; Atelier Montex embroidery; Lemarié feathers, flowers, and fabric embellishments; Lognon pleats; Massaro footwear; Goossens jewelry; Maison Michel hats and tailoring, among others. The pleats become architectural; hand embroidery transforms into landscapes; and jewelry resembling sparkling constellations is intricately woven into the fabric’s texture, creating a poetic tapestry of craftsmanship and imagination.
The entire campaign is enveloped in a deep, fluid-like black, exuding a mesmerizing, textured aura. A long leather coat adorned with a luxurious camellia brooch, crafted by Lemarié, softly evokes the memories of a Parisian night. Liu Wen guides the gaze with an elegant black satin charmeuse evening dress, embellished with embroidered flowers, and a softly pleated collar from Lognon, evoking an Eastern-inspired spirit amid urban sophistication.
CHANEL’s midsummer dreams evoke a refined sense of seduction. A waist-tied satin blouse with velvet appliqué flowers, its light transparency revealing an intricately hand-embroidered Lesage layer underneath. A necklace by Goossens, blending smoky gray, midnight blue, and classic gold, shimmers like a tiny galaxy resting delicately on the wearer’s skin, completing a poetic tableau of elegance and fantasy.
Soft dawn light gently caresses a short silk satin coat in pale ivory, with full-body pleats paired seamlessly with high-waisted matching trousers. Lognon orchestrates this dreamy showcase, evoking the image of a muse emerging from misty mornings. In a different scene, a black embossed canvas cape, hand-embroidered at Montex’s atelier on its collar, is styled with glossy leather high boots featuring embossed floral motifs with quilted patterns—a signature CHANEL detail.
The “Chanel Vagabond” spirit is reflected in contrasting black and white knitwear, inspired by the Chinese folding screen motif, elegantly reimagined as a classic cardigan silhouette. This theme continues across oversized quilted leather bags, glossy leather vanity cases, and the shimmering black tweed version of the iconic Chanel 25 bag, all creating a miniature universe for exploration. From the folding screen to nostalgic memories, from dreams to silhouettes of elegance, CHANEL once again crafts a visual journey where emotion is woven through masterful craftsmanship, transporting us through a sophisticated voyage of senses.
