In recent quarters, Chanel has been releasing a series of images and short films before the show to bring out the creative inspiration for the new season. For the Spring/Summer 2022 season, the brand released black and white photos and videos taken by model Vivienne Rohner holding a camera, as well as 5 short films shot by Dutch photography duo Inez & Vinoodh. In the different videos, you can see Lily-Rose Depp, Alma Jodorowsky, Rebecca Dayan, Quannah Chasinghorse-Potts, and BLACKPINK’s Jennie. They are all posing with cameras in hand.
Regarding this arrangement, Chanel’s artistic director Virginie Viard explained: “Fashion ultimately comes down to clothing, models, and photographers. Karl Lagerfeld used to personally shoot Chanel advertisements, but I have invited photographers to take the lead. I appreciate their perspective on Chanel, which for me is a form of support and inspiration.”
The fashion show was held at the Grand Palace in Paris, with the background using the black and white photo taken by Vivienne Rohner, echoing the atmosphere of the season; Virginie Viard said: “The camera is wonderful, the photography pose is very sexy, it brings back many memories for me. Thinking back to the fashion shows of the 1980s, models would showcase new outfits on high catwalks, with cameras flashing and shutters clicking non-stop below, I want to recreate that atmosphere.”
To create an 80s fashion show, the brand built a runway that imitated the style of that era, with models deliberately strutting in the popular “catwalk” style of the time, graceful and elegant; a group of photographers shot from below the runway, and during the live broadcast, they would occasionally insert black and white photos of the models taken from a “low angle,” as if freezing every expression of the models, reviving the charm of fashion shows that once captivated the masses.
The series begins with several black and white swimsuit styles, reminiscent of 90s “supermodels” such as Claudia Schiffer, Christy Turlington, Cindy Crawford, who interpreted Karl Lagerfeld’s works, definitely a nostalgic memory for fashion enthusiasts! Followed by sequined tweed suits, pink or light purple soft wool skirts, fishnet skirts, jackets embellished with colorful knits or denim fabric, and finally with a large number of prints and black accents on colorful chiffon dresses, all are visually stunning and captivating.
