Métiers d’Art in French means traditional craftsmanship. When discussing CHANEL’s craftsmanship, we must start with its Paris flagship store, Paris-31 rue Cambon. This is not only the birthplace of CHANEL, the workshop for haute couture, but also the apartment and collection exhibition of Mademoiselle Coco Chanel. Every decoration, every arrangement exudes the aesthetics of Mademoiselle Coco Chanel, the brand’s elegance, history, design, and creativity.
The 2019/20 Métiers d’art workshop series presented in December last year is Virginie Viard’s first workshop series since taking office. She chose to have a dialogue with the brand’s origins, drawing inspiration from the legendary address Paris – 31 rue Cambon, to re-present the brand’s core in front of everyone. With the assistance of renowned director Sofia Coppola, she transformed the Grand Palais in Paris into a space resembling the apartment of Coco Chanel, with a custom-made couture exhibition hall and the famous mirrored staircase brought into the fashion show venue, making one feel as if they were in the headquarters, surrounded by the brand’s classic elements.
The Atelier Collection ad continues its concept, directed by Sofia Coppola, with Melodie McDaniel behind the camera, featuring a backdrop of the mirrored staircase where Coco Chanel often lingered. Models Mona Tougaard, Gigi Hadid, Vittoria Ceretti, Rebecca Leigh Longendyke, Anna Ewers, Ola Rudnicka, Pan Haowen, and Blesnya Minher pose together, recreating the joyful scenes of Karl Lagerfeld and friends at the La Coupole restaurant in Paris.
The color palette of the collection is all CHANEL classics: white flowing long skirts and pleated satin suits; black tweed jackets embroidered with colorful crystals, black wool tweed coats with elaborate embroidery; gold is seen in topstitched coats, dresses, and a lace dress embroidered with flowers; Lesage workshop’s wheat ears, ribbons, or pearl embroidery embellish many pieces of clothing.
One of the crystal-encrusted gold birdcage-shaped evening bags is inspired by the birdcage in Coco Chanel’s apartment, carrying a lot of meaning and thought. The brand’s classic chain straps with pearls, bows, or camellias also echo the theme, returning to the fundamental CHANEL style. This collection, whether in clothing design, concept, or advertising, perfectly pays homage to CHANEL’s history and classic style.
Interested friends may wish to visit the official website, slowly appreciate the beauty and craftsmanship of each garment, I believe it will allow you to better feel the essence of the brand, the vitality it conveys, and its legendary status.
Image source: CHANEL
