Tweed is a word that resonates like a symbol, an anthem, an eternal CHANEL code. The campaign for the 2023/24 Métiers d’art collection, shot by Mikael Jansson, is a vibrantly pop interpretation of the word, evoking the spirit of the show presented in Manchester: the 1960s, musical energy and elegance imbued with a touch of mischievousness.
The campaign is composed of black and white and colour diptychs featuring the models Lulu Tenney, Loli-Bahia and Alaato Jazyper, each one of them embodying a modern, joyful femininity. The CHANEL allure is like a tableau vivant as black and white highlights the graphic lines of the suits, coats and jackets, accessorised with tweed caps by hatter and milliner Maison Michel and camellias by Lemarié. The colour palette showcases the vast array of tweed’s potential: from an apple-green jacket trimmed with braid and croquets by the flou specialist Paloma, worn with the iconic 11.12 bag, to a lilac jacket with silk cuffs and an orange coat with its matching bag. The tweed suit is in a constant state of reinvention.
This campaign highlights the ongoing conversation between Virginie Viard and the Métiers d’art, who respond to the inspirations of the House’s Creation studio in a celebration of historic fashion savoir-faire, craftsmanship and bold femininity.
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