Chanel sails to Marseille for its Cruise 2024 collection

Chanel’s Creative Director Virginie Viard showed off her unexpected city by hosting the Cruise 2024 show in Marseille. Months after bringing the fashion favorites to Britain’s cool capital Manchester, celebrities, buyers and editors eagerly traveled to the south of France for the show.

‘Marseille is a city that puts me in touch with my emotions. I tried to capture its appeal and fresh air and convey the energy that exists there. And you couldn’t ask for a better backdrop for a catwalk show than the Cité radieuse,” Viard said of Marseille.

Hosted at the brutalist art center MAMO, Center d’art de la Cité, guests enjoyed the combination of one of fashion’s most historic and classic brands against the backdrop of modern architecture.