“This collection is an ode to liberty and movement and tells a story that has its origins in the gardens of the Villa Noailles,” Viard said of Chanel SS24.
Chanel’s Spring 2024 collection was a captivating tribute to the brand’s timeless allure, masterfully curated by Creative Director Virginie Viard. The show took inspiration from the Villa Noailles, an architectural masterpiece in Hyères, France, which was celebrating its centennial existence. This season, Viard transformed the iconic Grand Palais into a sun-soaked seaside retreat, capturing the radiant ambiance of coastal living.
Drawing inspiration from a modernist villa once owned by friends of Coco Chanel, the collection transported us to leisurely days spent by the shore. Viard’s vision came to life through a delightful array of raffia bags, flip flops, swimsuits, robes, top-to-toe denim, and vibrant prints that evoked a carefree, laid-back spirit.
The collection exuded an air of effortless chic, capturing the essence of relaxation and the joy of summer. Chanel’s Spring 2024 collection celebrated the brand’s timeless essence while embracing a contemporary coastal vibe. Virginie Viard once again proved her ability to create fashion magic, offering a collection that immersed us in the allure of seaside living and left us dreaming of sun-drenched adventures.
“This collection is an ode to liberty and movement and tells a story that has its origins in the gardens of the Villa Noailles,” Viard said of Chanel SS24. The designer referenced the property – which was designed by the architect Robert Mallet-Stevens in 1923 for Charles and Marie-Laure de Noailles, friends of Coco Chanel’s – which sits up in the hills of Hyères in southern France.
Viard skillfully showcased the versatility of Chanel’s staple fabric, tweed, in an array of captivating forms. The collection featured flowing maxi dresses with plunging V-necks that exuded an air of languid elegance. Box jackets were effortlessly thrown over short sets, paired with jeans, and styled with skirts suits adorned with collars and sequined pockets.
With this collection, Viard breathed new life into the classic textile, demonstrating its adaptability and timeless appeal. Stripes took center stage in Chanel’s Spring 2024 collection, embodying the effortless and expected aesthetic that the brand is renowned for. The runway transformed into a visual feast of stripes in diverse proportions and widths, showcasing the inherent French allure with a touch of laid-back sophistication.
Viard’s meticulous curation of stripes spoke volumes about the brand’s ability to elevate a traditional pattern into a statement of contemporary style. Inspired by the Villa Noailles, the collection exuded simplicity and purity in its lines.
Viard seamlessly translated the architectural finesse of the villa into everyday fashion, creating pieces that exuded an understated yet sophisticated charm. Robe-like jackets draped over swimsuits, ballet flats paired with logo necklaces, and polo dresses and loose shirts emphasized the collection’s focus on effortlessly wearable items.
Viard’s attention to detail and ability to infuse the essence of the Villa Noailles into the collection showcased her exceptional talent as a designer. Chanel’s Spring 2024 collection was a captivating tribute to the brand’s heritage and the architectural beauty of the Villa Noailles. The innovative use of tweed, the striking presence of stripes, and the understated elegance of the designs left a lasting impression, solidifying Chanel’s position as a fashion powerhouse that effortlessly merges tradition with modernity.
“Sophistication and informality, the tweed throughout the collection, sportswear and lace: I tried to bring one thing and its opposite together in the coolest way possible,” Viard explained. “And the gardens and swimming pool of the villa Noailles, that exceptional setting, lend themselves to that rather well.”
While Viard stayed true to her commitment to wearability, she also ventured into experimental territory. A pink checkered blazer and matching skirt stood out with a square asymmetric hemline, an exaggerated chevron trim, and a floral placket—a testament to the designer’s bold creativity. Striped black-and-white sets exuded beach-ready charm, embracing a toned-down French aesthetic. Sheer black dresses added a touch of trendiness while staying rooted in Viard’s aesthetic vision.
Accessories played a pivotal role, with layered necklaces, mini flap bags, headbands, chunky logo earrings, and Deauville totes making a statement. Quilted bags with mock-leather camera lenses added a cheeky and playful touch to the collection.
In attendance were Paris Hilton, Brie Larson, Emilia Clarke, Usher, and Camille Morrone gracing the front row, with the added allure of Gigi Hadid strutting down the runway.
Chanel’s Spring 2024 show featured classic tweed and contemporary stripes, showcasing Viard’s ability to balance tradition with innovation. The Villa Noailles influence, evident in the architectural simplicity, added an extra layer of sophistication to the collection. From the runway to the streets, Chanel continues to define timeless elegance with a modern twist.