The campaign for the CHANEL 2024/25 Métiers d’art collection is a journey from Paris to Hangzhou, like a dream in motion. While anchored at 31 rue Cambon, in Gabrielle Chanel’s apartment, the imagination is set free before the big 19th century Coromandel screen, whose lacquered panels illustrate the enchanted landscapes of West Lake in Hangzhou. It was there, on Lake Xihu, at dusk, that the Métiers d’art show took place in December 2024. And it was there, in that same misty light, that Mikael Jansson shot the images for the campaign.
In a dialogue between two continents and two eras, the slender, poetic silhouettes advance, worn by CHANEL ambassadors Tilda Swinton and Liu Wen and model Lulu Tenney. The virtuosity of the Maisons d’art – Lesage, Atelier Montex, Lemarié, Lognon, Massaro, Goossens, Maison Michel, Paloma… – unfurls implicitly as pleats become architecture, embroidery veritable landscapes and jewellery constellations.
The campaign is imbued with a mysterious allure dominated by a deep, textured, almost liquid black, as with the long leather coat accessorised with a camellia brooch by Lemarié. Liu Wen embodies the nighttime theme in a pleated dress in black satin charmeuse inlaid with floral embroidery, topped with an undulating ruffled collar expertly crafted by Lognon.
Eveningwear is sensual with a belted satin blouse embellished with velvet lace flowers, whose transparency reveals a vest top beneath embroidered by Lesage. Necklaces by the goldsmith Goossens mix grey, midnight blue and aged gold to evoke the scintillating star-lit sky.
The morning mist settles on an ivory blouson jacket in fully pleated silk satin, accompanied by matching trousers with a flowing, luminous line. Orchestrated by Lognon, these pleats compose a diaphanous silhouette. Elsewhere, a black embossed canvas pea coat embroidered at the collar by Montex is worn with black patent leather thigh boots with quilted wedge heels.
The traveller theme is expressed through outfits in black and white two-tone knit or with motifs inspired by the Coromandel screens that reinvent the CHANEL two-tone cardigan. A theme that also features on the big, quilted leather travel bags, a patent vanity case and a variation of the new CHANEL 25 bag in sparkling black tweed.
From a folding screen to a landscape, from a dream to a silhouette, CHANEL has created a new visual escapade devoted to an imaginary and poetic journey.
The CHANEL 2024/25 Métiers d’art collection will be launched at CHANEL boutique Plaza Indonesia on June 18, 2025.
CHANEL CHANEL Métiers d'art 2024/25 Chanel Métiers d’art
