After the cancellation of all fashion shows due to the pandemic, Chanel's 2021 cruise collection became the first world-class virtual fashion show.
Initially, the show of the traditional Cruise 2021 summer collection was scheduled for May 7th. The show was supposed to take place on the Italian island of Capri. But due to the unfolding coronavirus pandemic, the company was forced to completely change the concept. According to creative director Chanel Virginie Viard, the brand "had to adapt."
Instead of classic resort locations, this time the show of the cruise collection was held in virtual space. All digital media of the brand became the platform for the show. The show, which debuted on June 8, included both videos and photos showing the models in new looks, as well as sketches and notes on the creation of the collection.
The virtual event was named "Balade en Méditerranée" ("Journey through the Mediterranean"). The photographs of the models in luxury holiday outfits inspired by the fashion trends of the 60s were shot in a Parisian studio. The collection focuses on simple and versatile pieces of clothing, such as long skirts that can be transformed into dresses, black chiffon jackets that can be worn over a swimsuit during the day or with a luxurious top in the evening, sheer dresses that can be combined with shorts or blazer.
In addition to the fact that the show took place in the virtual space, the collection was distinguished by several other signs of the post-quarantine world. Thus, the images in the photo are quite simple and concise, the creators of the collection did not resort to overly luxurious and eccentric visual images, like the famous Chanel rocket used in previous shows. Also, when creating the collection, fabrics that have already accumulated in the warehouses of the brand were used. And another rather unusual step for a brand of this level was the fact that the cruise collection included individual items from the Spring 2020 collection, which remained unsold.