CHANEL'S FIRST DIGITAL COLLECTION

Pavlovsky: Our mindset is to be careful, we don’t want to go too fast. It’s not about celebrating so much but about getting back to something much easier, more normal, by September.

By Balthazar Malevolent

CHANEL'S FIRST DIGITAL COLLECTION

Last year, in a lavish display at the Grand Palais in Paris, Chanel presented their cruise collection with a set that transformed the cavernous space into a train platform, with the railways acting as the frontiers of the catwalk. There was Claudia Schiffer, and Keira Knightley too, applauding the candy-bright jackets that many fashion critics thought was a genius stroke from the new creative director (or in Chanel's vernacular, artistic director of the fashion follections) Virginie Viard. It had been a scene, as they say.

There are really special things this year. Chanel made the decision in March to cancel their cruise show, which would have taken place in Capri – the perfect setting for a holiday collection, one might imagine. For a company that has in the past set their clothing collections against such backdrops as a rocket ship, a store, an airport, a circus, a man-made beach and a library, canceling it entirely is a first, and one that the brand hopes not to repeat.

"It's a shame for everyone," says Chanel's global fashion president, Bruno Pavlovsky just days before the house's cruise collection will be presented as a series of online content entitled Balade en Méditerranée. Instead of a decadent set on the sun-drenched Italian island, the brand showed a range of silhouettes and videos on their web platforms on Monday, instead.

"We'd been working on the collection and show for the past six months, we were so excited to go to Capri. One of the things about Capri that would have been so incredible is its natural beauty; the lights, the color, the Mediterranean's unique beauty, particularly at this time of year."

"The brands must decide what they plan to do. Any label can do whatever they want. But I think Paris has a good mutual interest in promoting the Fédération de la Haute Couture et de la Style [which is organizing Fashion Weeks]. Brands can decide not to participate but that will make life more difficult at the end of the day."

We are hoping to see Courreges and Mugler's online shows as soon as possible. We will keep you posted.

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