.CHANEL staged its fall haute couture show in a horse-riding center on the outskirts of Paris, but this, as they say, wasn’t Virginie Viard’s first rodeo.
Bruno Pavlovsky, president of fashion and president of Chanel SAS, said it was one of the only brands to be able to present haute couture and high jewelry side by side. “There’s a wow effect at Chanel,” he said. “It was very daring to develop both haute couture and jewelry, and Mademoiselle Chanel was the first to do it.”
The brand has been in the news lately for reportedly planning to open dedicated boutiques for top-spending clients in Asia. Pavlovsky clarified that the idea was not to open separate stores, but to upgrade and expand its existing private salons, which are attached to boutiques and designed to accommodate VIP shoppers when store traffic is high.
The first to be upgraded is the private salon of its store at the SKP shopping mall in Beijing, which receives up to 1,000 visitors a day. Chanel has commissioned star architect Peter Marino to redesign the space, opened in 2020, which sits on a different floor from the boutique due to a lack of available space at the location.“But before opening deconnected salons, when we open a new store, we will try to obtain more space and to host those salons within the boutique,” Pavlovsky said.
The haute couture salon in Paris, where customers order made-to-measure creations, is of course the most exclusive store of all. To cater to this elite crowd, Viard made sure to include plenty of chic eveningwear options, with standouts including a black velvet trouser suit paired with the dazzling Soleil Doré necklace and fastened with the Soleil Talisman brooch.
For the bridal finale, however, no such flourishes: Jill Kortleve was the picture of pastoral charm in a white bustier dress and fringed shawl.
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