Chanel celebrated it's 100th birthday back in March at Paris Fashion Week, can you believe it!? For a brand to be around as long as this one has and still be so relevant in the market is huge. It's definitely one of the most popular and anticipated shows at PFW. The celebration has meant the opening of two new Chanel stores in London. One pop up shop in Convent Garden and a new flagship on Bond Street. The opening of the Covent Garden pop up featured Londons cabs Chanel style - they have given them the Chanel treated and painted them all different shades and branded them with the iconic cross over C's and the address of the new store - good advertising eh?
Along with the new store openings, Karl Lagerfeld created a short film called 'Once Upon a Time' which dictates the early life of Gabrielle Chanel and her first ever store. The film features Keira Knightly who of course fronts the Chanel Mademoiselle campaigns and some of Lagerfelds favourite models; Lindsey Wixon, Saskia de Brauw and Stella Tennent. Everything from the set design to costume down to the fact it's in black and white just oozes what the brand is about and, I think, was a perfect way to represent the 100 years. The brand I feel will forever represent some of the highest of luxury and what every girl wants to aspire to own something from. Speaking from the youth of today, I think they will feel the same, however may not be aware of the brands heritage. This film is a cool and currant way of portraying that heritage as a way of not necessarily appealing to a younger market, but still making sure they'd see it. In terms of elegance and modernity, I feel Lagerfeld has kept this reputation going and will until he last days at Chanel. Anyone after him will have incredible big boots to fill.
Chanel Covent Garden (LOVE the pink london cabs!)
You can watch the video here
No comments:
Post a Comment