In Los Angeles, Chanel put on a Cruise 2024 show embedded in a body-consciousness that seems fundamentally of the now and quintessentially Californian, writes Alexander Fury
But Chanel’s aim in the collaboration – early use of that phrase – was more interesting.
It’s canny and modern – in fact, it would take most other fashion houses a good 60 years to catch on to what Chanel realised in cinema’s infancy. Sports was Viard’s kick here, borrowing from skaters and surfers, down even to aerobics gear. It was a comment on the general athletic-isation of aesthetics, meaning that even an evening-gown is now expected to be as easy to wear as a T-shirt.
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