Chanel's Cruise 2025 Show in Marseille Celebrates Culture Ahead of the 2024 Olympics

Chanel’s Cruise 2025 collection itself embraced the energy of the city, blending practicality with luxury, and sporty details with high-fashion elements. Viard’s designs featured bold and unexpected combinations, such as a white scuba suit with Chanel’s iconic black bow, underscoring Marseille’s connection to water sports. Viard also introduced athleisure-inspired looks, such as a gray sweatshirt layered beneath a bright green tweed jacket and footwear she playfully dubbed “scuba tuxedo shoes.” These elements, along with silky lingerie pieces layered with outerwear, set the tone for a collection that balanced the elegance of Chanel with the relaxed, athletic spirit of Marseille.

The show’s venue, Le Corbusier’s Cité Radieuse, added to the event’s significance. This mid-century housing complex, known for its bold, modernist design, served as an inspiring backdrop for the runway. Its pastel tones, concrete grays, and grid patterns found their way into the collection’s tweed checks and textures, reinforcing the architectural connection. The venue itself holds cultural significance, having been described in the 1940s as more akin to a town than an apartment building. This iconic location, now a symbol of innovative urban living, resonated with Chanel’s effort to highlight the creativity and energy of Marseille.

Despite delays caused by rainy weather, the experience was rich with cultural exploration. Guests were invited to wander the Cité Radieuse, discovering art galleries, bookstores, and vintage shops integrated into the building. Chanel further expanded its artistic footprint in Marseille by hosting exhibitions at the Museum of Civilisations of Europe and the Mediterranean (MUCEM). Here, a series of international artist collaborations with Chanel’s 19M artisanal workshops were displayed, further cementing the brand’s role as a patron of modern French culture.

Chanel’s cruise collection also evoked the playful spirit of seaside fashion. Delicate lace dresses reminiscent of vintage French market finds and sea-creature-printed ruffles added a touch of whimsy. Even though the weather challenged the outdoor presentation, with wind and rain whipping through the show, the designs maintained their charm, blending seaside nostalgia with modern sophistication.

For Viard, this event symbolized more than just a fashion show; it was an opportunity to present Marseille as a raw, real city brimming with life and energy. Unlike the glamorized Cote d'Azur resorts typically associated with Chanel, Marseille represented authenticity, a city untethered to Chanel's historical connections but full of potential for creative inspiration.