In her press notes, Viard hailed the collection's campaign, which featured several major faces in the fashion world (think Lily Rose Depp, Jennie of Blackpink and Alma Jodorowsky) standing before the camera holding their own point-and-shoot.
"Fashion is about clothes, models, and photographers," Viard said.
Referencing of the fashion house's late creative director, she continued: "Karl Lagerfeld used to photograph the Chanel campaigns himself. Today, I call upon photographers. I love the way that they see CHANEL. It supports and inspires me.”
She added that the camera is, “A magical object and a sexy gesture, which evokes so many memories. I used to love the sound of flashbulbs going off at the shows in the eighties when the models were on a raised runway. I wanted to recapture that emotion.”
That emotion was indeed reflected on the runway. Models strode down exuding a sense of je ne sais quoi. Almost chaotic at times, they flooded the raised platform with clothing that represented everything the fashion house is synonymous with.
It began with the swimsuits, embellished with chain belts. There were impressive patchwork denim pieces, followed by multi-coloured tweed ensembles, then gold metallics, pastel staple jackets. The 80s references were rife.
On either side, dozens of photographers crammed together to get their photo, capturing the very clothing we seek when picturing an Italian getaway, or walking the streets of Paris, or simply filling our wardrobe with our mother's and grandmother's pre-loved gems.
The show was our past and present, merged into a landscape where nostalgia, simplicity and timelessness are key. Step back in time and scroll through our favourite looks from the runway.
