Celebrities descended on Miami Beach on Friday evening as French fashion house Chanel hosted an iteration of its Cruise 2022-2023 show.
Originally unveiled in Monaco in May, the runway — this time complete with red-and-white parasols and a fake boardwalk — drew a star-studded crowd, including Chanel ambassadors Lily-Rose Depp, Pharrell Williams and Marion Cotillard.
Pharrell Williams attends the Chanel Cruise show. Credit: Alexander Tamargo/WireImage/WireImage
The event also attracted celebrities from Florida. In one “cabana” sat Alan Faena, whose hotel of the same name organized the catwalk, and in another, Miami hospitality entrepreneur David Grutman with his wife Isabela. Renowned art collector Mera Rubell was in attendance, as was tennis player Reilly Opelka, dressed sharply in a blazer adorned with Chanel brooches. There were about 40 champagne-filled seats on the catwalk, with a deep blue Atlantic Ocean and feathery orange clouds in the background.
All this, however, for a resort collection that had already debuted in Monte Carlo six months ago. Some would ask: Why?
Models parade down the runway for the end of the show. Credit: chanel
“We’ve seen a lot of ups and downs in the state of Florida over the years, and now we’re back at an ‘up’ moment,” said Bruno Pavlovsky, president of Chanel’s fashion operations and director of the Fédération de la Haute. Couture, who oversees Paris Fashion Week, ahead of the show.
He was talking about the cultural importance of the Magic City, where renowned art museums and the American edition of the world’s largest art fair, Art Basel Miami, have called home. Chanel also opened a 7,600-square-foot boutique in the city’s design district last December.
Lily-Rose Depp attends the Chanel Cruise show. Credit: Alexander Tamargo/WireImage/WireImage
“Also, we saw a lot of commonality between Monaco and Miami,” he added, pointing to “the colors of the sea” and Formula 1. (Miami held its inaugural Formula 1 race in 2022, while Monaco held one on the circuit a long time ago. Best Grand Prix events).
“But, Miami has more energy.”
The collection, which took motor racing as its inspiration, looked right at home in Miami. Some jumpsuits—reminiscent of a car mechanic’s dungarees—were clad in sequins and Chanel’s famous tweed, and featured checkered flag imagery, including baseball caps and bathing suits. Elsewhere, several inky sequined dresses were accessorized with pink and teal belts (very Miami-esque). There was also a tennis bag.
Flowing dresses and loose cardigans were the range of looks from the resort collection. Credit: chanel
Chanel’s Miami summit signals that the appetite for “destination shows” — runway shows outside a label’s hometown, a practice largely disrupted by the pandemic — is far from satiated, and that “fashion entertainment” is on the rise. “Fashion-tainment” is a growing phrase that has to do with brands placing more and more emphasis on consumer and market engagement, mixing fashion with highly shareable and engaging moments. Give it an Insta-ready stage, bring in the A-listers and press play.
Case in point: Chanel doesn’t need to show the same collection twice, but if you mix the allure of a warm-weather city, a glittering star patch, and a party complete with Williams and Nile Rogers performing, reach. of the product – and to a lesser extent, the way of life – increases much more.
The set design created by director Baz Luhrmann and costume designer Catherine Martin added to the show’s escapist feel. Credit: chanel
Chanel executives are also following suit: In 2008, the late Karl Lagerfeld—who served as the house’s creative director until his passing in 2019—held a memorable destination show at Miami Beach’s historic Raleigh Hotel (soon to reopen as a Rosewood property). ). Lagerfeld pioneered the concept of exotic cruise shows and under his guidance, Chanel has produced runway shows in Singapore, Scotland, as well as Havana, Cuba.
Marion Cotillard attends the Chanel Cruise show. Credit: Alexander Tamargo/WireImage/WireImage
The format has become common among luxury brands, and Miami itself has recently taken on big runways: Dior Men in 2019 and Louis Vuitton menswear in 2021, just days after the death of designer Virgil Abloh. There are also economic motivators. — The Miami market has grown significantly due to its growing population and the abundance of businesses in recent years.
“It’s storytelling,” Pavlovsky said. “We do six collections every year, and six times a year we have to find the best ways to really connect with our customers. That’s why we’re here.”