A dreamy setting by the Mediterranean, a breath-taking light, the sensuality of Margaret Qualley… The CHANEL COCO BEACH 2022 collection campaign embodies an art de vivre.
The film and images by Australian photographer Lachlan Bailey perfectly capture the spirit of the CHANEL COCO BEACH collection. The joys of summer. Holidays devoted to pure leisure and swimming. Those moments when lightness, movement, spontaneity and freedom triumph.
The CHANEL ambassador personifies the ideal summer holiday wardrobe, resonating with the eternal codes of the House. The Mediterranean in all its simplicity – water, rocks and sunlight – emphasizes the emblematic black and white of CHANEL. Standing in front of a stone wall and the branches of a bougainvillea, Margaret Qualley is dressed in a delicate ecru top with flounces. A one-piece swimsuit laced up with pearls is enchanting. A big black satin bag interlaced with grosgrain ribbon further explores the pearl, so dear to Gabrielle Chanel. Elegant yet always comfortable, Margaret Qualley wears fluid tweed trousers in black with a white trim. Because tweed is an important element of this collection, revisited as a very lightweight version that could almost be terry towelling. Like this checked dress in two-tone black and white enriched with pink and coral, also available as a shirt-jacket and a wrap-skirt ensemble. Pink is combined again with blue and ecru on a swimsuit in tweed-like printed jersey.
Summer essentials are honoured in the campaign, such as these black cycling shorts worn with a simple bikini top, a tote and leather sandals embellished with multiple CCs. When asked what her ideal summer suitcase would hold, Margaret Qualley answers:
″Am I allowed to just say this collection plus some sneakers, sunscreen and a few books? Because that is my dream scenario.″
The CHANEL COCO BEACH 2022 campaign remains true to the spirit of this line first unveiled in 2018 by Karl Lagerfeld as a tribute to Gabrielle Chanel’s love of the sea, the sun and the great outdoors. As Margaret Qualley resumes, this vision is now celebrated and reinvented by Virginie Viard: ″To me, this collection is so fun because it represents summer, vacation and freedom,″ confides the actress. ″The pieces in this collection are at once fantastically luxurious and easy going, a seemingly impossible feat, but not in the hands of Virginie Viard!″
Margaret Qualley said of the experience: ″This shoot was so fun for me. For the last shot, Lachlan Bailey wanted me to jump in the very cold water. It woke me right up! It was one of the prettiest places I’ve ever seen.″
The CHANEL COCO BEACH 2022 collection will be available in a selection of CHANEL boutiques from mid-June.