Celebrities stepped out in Miami Beach on Friday night as French fashion house Chanel hosted a repeat of its Cruise 2022-2023 show in the United States.
Originally presented in Monaco in May, the catwalk – this time with a set of kitschy red-and-white umbrellas and a faux promenade – attracted a star-studded crowd including Chanel ambassadors Lily-Rose Depp, Pharrell Williams and Marion Cotillard.
Pharrell Williams attends the Chanel Cruise Show. Recognition: Alexander Tamargo/WireImage/WireImage
The event also attracted well-known Floridians. Alan Faena, whose namesake hotel hosted the runway, sat in one “cabana,” and in another sat Miami-based hotel entrepreneur David Grutman with his wife Isabela. Mera Rubell, the renowned art collector, was in attendance, as was tennis player Reilly Opelka, elegantly dressed in a blazer adorned with Chanel brooches. About 40 champagne-filled seats lined the catwalk, which was framed by a deep blue Atlantic and feathery orange clouds.
But all this for a resort collection that premiered in Monte Carlo six months ago. Some may ask: Why?
Models parade down the runway for the show’s finale. Recognition: chanels
“We’ve seen many ups and downs in the state of Florida over the years, and now we’re in an ‘up’ moment again,” said Bruno Pavlovsky, president of Chanel’s fashion operations and director of the Fédération de la Haute Couture, which overseeing the Paris Fashion Week before the show.
He referred to the cultural importance of the Magic City, home to renowned art museums and the American edition of the world’s largest art fair, Art Basel Miami. Chanel also opened a 7,600-square-foot boutique in the city’s Design District last December.
Lily-Rose Depp attends the Chanel Cruise Show. Recognition: Alexander Tamargo/WireImage/WireImage
“We also noticed a lot of similarities between Monaco and Miami,” he added, pointing to “the colors of the sea and Formula 1’s chicest Grand Prix events).
“But Miami has more energy.”
The collection, which counted motorsport among its inspirations, felt right at home in Miami. A range of overalls – reminiscent of an auto mechanic’s overalls – were detailed with sequins and Chanel’s famous tweed, while a checkered flag motif appeared on a sporty selection of garments, including baseball caps and a swimsuit. Elsewhere, several jet-black sequin dresses were accessorized with (very Miami-esque) pink and teal belts. There was even a tennis bag.
Flowing dresses and loose cardigans were part of the look range of the resort collection. Recognition: chanels
Chanel’s Miami summit shows that appetites for “destination shows” — catwalks outside of a label’s hometown, the practice of which has largely been halted by the pandemic — are far from being sated, and that “fashion-tainment” is on the rise. “Fashion-tainment” is a burgeoning term that has to do with brands increasingly emphasizing consumer and market engagement by pairing fashion with highly shareable, engaging moments. Go to an Insta-enabled stage, bring in the A-listers, and press play.
Case in point: Chanel doesn’t need to show the same collection twice, but when you mix the appeal of a warm-weather city, a glowing star quotient, and an after-party with performances by Williams and Nile Rogers, the reach of the product is wide – and so is it of lifestyle – is intensifying all the more.
The set design, created by director Baz Luhrmann and costume designer Catherine Martin, added to the show’s getaway feel. Recognition: chanels
Chanel executives are also following a precedent: In 2008, the late Karl Lagerfeld — who served as the house’s creative director until his death in 2019 — hosted a memorable Miami Beach show at the historic Raleigh Hotel (soon to reopen as the Rosewood property becomes). ). Lagerfeld pioneered the concept of exotic cruise-themed shows and under his direction Chanel has produced catwalks in Singapore, Scotland and even Havana, Cuba.
Marion Cotillard attends the Chanel Cruise Show. Recognition: Alexander Tamargo/WireImage/WireImage
The format has become commonplace among the highest-grossing luxury brands, and Miami itself has also been the scene of major catwalks of late: Dior Men in 2019 and Louis Vuitton menswear, just days after the death of designer Virgil Abloh, in 2021. There are also financial motivators — Miami’s market has grown significantly in recent years due to the growing population and influx of businesses.
“It’s about storytelling,” Pavlovsky said. “We have six collections a year and we have to find the best ways to really connect with our customers six times a year. That’s why we’re here.”