Digital Luxury Fashion Shows : Chanel 2021 cruise collection



The runway show for the Chanel 2021 Cruise Collection was meant to be held in Capri but a global pandemic put the event on pause, leading to the creation of the luxury brand’s first-ever digital show. The virtual experience was shared in the form of a seven-minute video referencing Balade en Méditerranée—or “a trip around the Mediterranean.” The video captures the essence of a Caprese sunset from within a studio, yet offers an experience that provides a much-needed escape.

The pandemic has not just changed the way people purchase fashion but the way designers display and create their collections. As creative director Virginie Viard describes, evening dresses and heavy items were intentionally excluded, and the collection was made of in-stock fabrics and buttons to ease the strain on the supply chain.



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