Story | Leslie Yip Boucher-Harris Photography | Chanel
Chanel’s 2024/25 Cruise Collection was held on the rooftop of the iconic Cité Radieuse in Marseille, France. This building is the work of Swiss architect Charles-Edouard Jeanneret, better known as Le Corbusier, who is regarded as one of the most noteworthy architects of the 20th century.
Built between 1947 and 1952, it was meant to be more than just an apartment building, but a new conception of urban life. That is why, in addition to dwelling units, there are common facilities, like shops, schools, medical clinics, sports grounds and a children’s paddling pool. At the time of its completion, it was very forward-thinking and influenced urban planning in many major cities worldwide, like the public housing estates in Hong Kong and Asia. It was designated a UNESCO World Heritage Site in 2016.
The collection reflects the modernity and energy of the venue. Featuring hoodies, Bermuda shorts, flip-flops and denim, it could be the brand’s most vibrant, sporty and street-inspired collection in recent years. It is also Virginie Viard’s last collection before leaving Chanel.
“Marseille is a city that puts me in touch with my emotions,” she remarks. “I tried to capture its power of attraction, its breath of fresh air, and to convey the energy that reigns there. And you couldn’t ask for a better backdrop to a runway show than the Cité Radieuse.”
She continues: “The sun, architecture, music and dance: Marseille also has a very strong sense of freedom. I was inspired by the codes of lifestyle, of everyday life and by all the things that invite movement.
The sea and the wind made me want to play with wetsuits.” She must mean swimwear, bloomers and side-opening dresses as well. To continue with the marine influence, embroideries like kissing fishes, fishing nets, shells and shellfish adorn dresses, jackets, blouses and T-shirts—perfect for a frolic on Prado Beach.
Six Chinese models walked the runway for Chanel’s 2024/25 Cruise Collection in Marseille.
Fashion and design student turned model, He Cong is in a leather vest and Bermuda shorts set. The contrasting stitches gives the outfit a playful touch.
Yilan Hua was 2023’s top international model, clocking 89 shows. The Hangzhou beauty is carrying what is dubbed the new Savon de Marseille camera bag. The oval shape is reminiscent of the Chanel No. 5 bar soap, and Marseille is the perfect place to unveil the new style, as it is famous for its traditional hard soap.
Tinglei Liu looking dandy in a raffia boat hat. The headwear is said to be a tribute to Coco Chanel’s millinery beginnings.
Hoodie and tweed? Why not! Xu Wei’s ensemble oozes school-girl chic. Note the matching Mini Flap bag which is a recurring theme in the show.
Rising star Qianxia Ye in a flowing fish-print dress, cozy cardigan and platform flip-flops—a relaxed and effortless look for a holiday in the south of France.
Huijia Chen sports a ruffle blouseskirt decorated with child-like doodles of fish and a stacked necklace of sea shells and starfish.
