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Virginie Viard Goes Back to Chanel's Origins for Fall 2024

Ana Colón

March 5, 2024 at 11:05 a.m.·4 min read

Virginie Viard's latest collection for Chanel doubles as a history lesson: For Fall 2024, the designer crowns hats as the hero item of the season (particularly floppy, wide-brimmed styles adorned with brooches and tweed newsboy caps), an homage to the brand's original conceit as a millinery. The backdrop for Tuesday morning's show, held at the Grand Palais Éphémère on the last day of Paris Fashion Week, also alludes to this history, recreating the boardwalk of Deauville, where founder Coco Chanel opened her first proper boutique and began selling apparel.

Viard often mines the archives and references the house's history in her work. The Fall 2024 collection is a less literal reinterpretation of the source material, modernizing these touchstones in a wardrobe for a wintry escape to the seaside. In the collection notes, the brand writes it marries feminine and masculine elements to convey a "subtle elegance" — think tailored peacoats with strong shoulders, soft knit sets cinched at the waist by leather belts, caped tulle dresses over structured culottes. There are even plenty of chunky white sweaters that would look right at home in the costume department of a Nancy Meyers film. (Do we think Viard's clued into "coastal grandmother"? Or, at the very least, has she watched "Something's Gotta Give"?)

Deauville's also home to a famed American film festival, which is reflected in the prints made up of 35mm film and cinema tickets. The show opened with a short film by Inez and Vinoodh paying tribute to Claude Lelouch's "A Man and a Woman," starring brand ambassador Penélope Cruz and, for some reason, Brad Pitt. (Well, the reason is that he's worked with Chanel before. But it's still a surprising choice given the allegations raised against him in recent years.) The accessories don't lean on the theme, though, and instead connect to the story through the color palette of mustard yellows, sherbet oranges, light pinks, burgundies and navies.

It's one of Viard's strongest outings for Chanel, perhaps because it's one of her most focused. There aren't too many layers or ideas stacked on top of one another in a single look — rather, there's a sharp eye on styling to ensure nothing gets lost and you're able to notice the texture on a skirt, the trim on a jacket, the pattern on a top. The outerwear, especially, feels modern, desirable for a wide range of customers, from the established VIC to someone new to the house.

Keep scrolling to see every look from Chanel's Fall 2024 collection.

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

Chanel Fall 2024. Photo: Launchmetrics Spotlight

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