admin Chanel captivated fashion lovers with its Cruise 2024-2025 collection, staged at the Hong Kong Design Institute. Known for its striking themes, this collection embraced an “underwater reverie” vibe. Among the star-studded audience were Chanel ambassadors and celebrities, including Penélope Cruz, K-pop’s G-Dragon, and renowned Hong Kong actors.
The show opened with a light green tweed jacket and skirt ensemble, elegantly layered over a gray hooded sweatshirt, blending sophistication with casual charm. As models walked across two floors, bold sequined pieces sparkled against the institute’s iconic white beams, adding to the visual allure.
Adding to the underwater inspiration, Chanel introduced chic diving hoods, alongside summery white dresses. Models also wore swimsuits accessorized with black bows and large pearl earrings. Fish motifs and playful charms adorned various pieces, subtly reinforcing the aquatic theme.
Chanel’s decision to restage this collection in Hong Kong reflects its commitment to expanding in Asia’s luxury market. This showcase marked the label’s first return to Hong Kong’s runways since 2006, following its debut of the same collection in Marseille. The fashion house also aims to open more stores across China, indicating Chanel’s dedication to growing its Asian customer base despite a global market slowdown.
On-site, Chanel engaged guests with various “activations,” including a panel, an exhibition of student work, and a campaign teaser film featuring Hong Kong’s vibrant scenes. This event celebrated Chanel’s artistic collaborations and highlighted its commitment to fostering young talent.
Virginie Viard, Chanel’s artistic director since 2019, designed the collection before her planned exit in June. During her tenure, Chanel saw impressive growth, with profits rising to $6.4 billion in 2023. Chanel has yet to name a successor, adding intrigue to its next phase of creative direction.
Chanel’s dedication to creativity and its deepening connections with Asia promise an exciting future for this timeless brand.
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