The CHANEL 2024/25 Métiers d’art campaign transports us on a poetic voyage from Paris to Hangzhou, blending heritage and imagination with the brand’s enduring elegance. Rooted in the legendary 31 rue Cambon – Gabrielle Chanel’s Paris apartment – the campaign unfolds before the iconic 19th-century Coromandel screen, its lacquered panels depicting the misty, enchanted landscapes of West Lake in Hangzhou. This setting serves as both a physical and symbolic bridge between two continents and eras, culminating in the Métiers d’art show held on Lake Xihu at dusk back in December 2024.
Captured by Mikael Jansson in the same ethereal light, the campaign’s imagery features CHANEL ambassadors Tilda Swinton, Liu Wen, and model Lulu Tenney. Their fluid silhouettes move gracefully and the master craftsmanship of CHANEL’s Maisons d’art – Lesage, Atelier Montex, Lemarié, Lognon, Massaro, Goossens, Maison Michel, Paloma – shines subtly yet unmistakably throughout. Pleats become architectural marvels; embroidery blooms into vivid landscapes, and jewellery sparkles like constellations in the night sky.
A dominant, deep black – rich and almost liquid in texture – sets the tone. Liu Wen stuns in a pleated black satin charmeuse dress embroidered with delicate floral motifs, complemented by a ruffled collar crafted by Lognon. The eveningwear embraces sensuality with a belted satin blouse adorned with velvet lace flowers, layered over a sheer embroidered vest by Lesage. Goossens’ necklaces evoke the celestial night, mixing hues of grey, midnight blue, and aged gold.
The campaign also explores lighter moments. For starters, an ivory silk satin blouson jacket and flowing trousers, pleated with exquisite precision by Lognon, create a diaphanous, morning-inspired silhouette. Elsewhere, a black embossed pea coat embroidered by Montex pairs perfectly with thigh-high patent leather boots, fusing modern edge with artisanal detail.
Travel motifs thread through the collection in graphic black-and-white knits and designs inspired by the Coromandel screens, reinventing the classic CHANEL two-tone cardigan. This theme extends to accessories – from quilted leather travel bags and patent vanity cases to sparkling black tweed variations of the iconic CHANEL 25 bag.
From an exquisite folding screen to a landscape’s mystique, from a dream to a living silhouette, CHANEL’s Métiers d’art campaign offers a mesmerising journey – where craftsmanship, history, and imagination unite in an enchanting celebration of artistry and timeless elegance.
Go to chanel.com.au
