Chanel Fall Winter 2014-15, Paris Fashion Week
When I saw this show I just had to share it with you all as it combined my two favourite loves; fashion and food packaging. Those of you that have been reading Fashion Blender™ for a while would know that I had been in the packaging design industry in Sydney for over 9 years before studying and becoming a fashion stylist.
So if the last Art Gallery Chanel Runway show didn't impress this one sure will! Karl Lagerfeld went one better for Fall and imagined the whole world as a Chanel megastore. The shelves of his extraordinarily detailed set were stacked with more than a hundred thousand items, brazenly advertised at 20 or 50 percent more. So in true Chanel style there are no bargains in these aisles. However you shouldn't worry, all packaged foods have been or will be donated to charities and the remaining empty boxes will be used for the fall campaign and store windows. Having cut product mockup sout by hand before I know the hard work that went into this supermarket and I am totally blown away.
The labels of at least five hundred everyday products had been re-coded in Chanelspeak. Personal favorites included chic black cotton buds sold as bâtonnets élégants; boxes of handkerchiefs labeled Les Chagrins de Gabrielle; house paint in a color called Gris Jersey; detergent and potato chips; and, best of all, a hardware department that featured a chain saw with a real Chanel chain. The one that most entranced the locals was the recasting of asac poubelle (garbage bag) as a sac plus belle(definitely not a garbage bag). There were also doormats printed with "Mademoiselle Privé." At show's end, as a locust horde descended on the shelves, those doormats were the day's key trophy—if you could get them past the security on the door of the Grand Palais. As Supermarket Sweep as the vibe was, the only goodies up for grabs were the fresh produce and the candies. - style.com
So what about the show you ask?
Well apparently it was based around a fashion trend inspired by none other than ’90s star, Jerry Seinfeld, called normcore. Or in other words plain clothes that everyone would wear like sneakers, t-shirts, and baseball caps. Therefore this trend is the opposite of everything you associate with high fashion. All the models wore sneakers made of various shades of tweed around the supermarket. Lagerfeld said the sneakers made sense for his set... "If you want to look really ridiculous, you go in stilettos in a supermarket."
You can see in the photos below that sneaker boots were also a big feature of the show. As were the wire, Chanel chain covered shopper baskets for your Chanel bag. For example in photo 10 the model wears a black tweed look with multiple bright neon bags in one of the shopper baskets. This basket bag is sure to become a cult item like the hoop bags of Spring Summer 2013 - although this one is slightly more practical.
I love the playful nature of this show. Not only are the models having fun picking products and talking to one another but the collection is quite fun itself. There are bright neon colours and popping prints that are Kandinsky/Mondrian inspired plus the first look Cara Delevingne sports has holes ripped in the pink crop top and pink pants. Big padlocks also feature which are very chunky and utilitarian in nature. Check out the photos and watch the video below.
So this brings me to the question that everyone is talking about. The new Chanel target market. Seems like they are aiming to bring in a new younger cooler customer. One that won't buy a classic Chanel bag but a customer that wears sneakers and backpacks. However the prices remain Chanel high.
So what are your favourite looks from the show below? And your favourite Chanel package? What are your thoughts on the new Chanel target market? And would you pay over and above $3,000 for a pair of sneakers? Comment at the end of the post!
Photos from style.com, nytimes.com and instagram