How to define the “Chanel style”?
Chanel is about creation, but what does that mean? That means that we have some designers, and their job is to take us where they feel we have to go. Mademoiselle Chanel was like that. She had a very modern posture in fact, for the time she was there. She was looking to the future, and she had this unique capacity to take signs from everywhere, and to transform that into amazing products, she's relevant because she has that very modern posture for her time, but also because Mr Lagerfeld has been able to reinterpret always this posture. Today, you dont know if you're talking about Chanel or Mr. Lagerfeld.
you continue without you changing, and you change everything, the true creation is this capacity of going step by step, "slowly" its very different because each collection is different, but at the end of the day, the message you convey is the same. we have to be very loyal to the historical codes. It's not modernity for modernity. People have to identify the brand, just in a glance. And for Chanel, we are lucky because Mademoiselle Chanel has been able to create kind of unique codes. eg the quilter for the bag- she was the very first one.
for example, the "camélia" and the way to use the "camélia", the "little black jacket", and the way to take the jacket. which was inspired by the military uniform. She has been able to take that from men to transform women. Because at Chanel, they are also involved in this creative process, creative is not only about tomorrow, it's also about the past, and the capacity to develop the past.
Galliera was part of that, and inside Chanel, they have what they call "le patrimoine". It's a very specific area, it's a building where we keep all of our archives. But these archives are not dead, they are very alive.
Palais Galliera is today the best, kind of unique, fund of fashion history. We believe that's something which is so important to be able to continue, not only to have, to preserve, but also to share with the audience. Chanel is, on top of everything, a brand focused on product. Without product, we can't do anything. That's the reason why we are putting such an effort in the development of the collection, etc. Because, at the end of the day, our customers leave with our products. We have 20 minutes to communicate the collection to everyone. To be able to do so, we believe that the impact, the décor, the storytelling, but also the inspiration about the décor is becoming very important. So when we decide to go to an amazing city, Cuba, Hamburg, or when we decide to build a specific décor in the Grand Palais, we have in mind what you want to achieve with the collection. So, the show, the collection, is the beginning of the story. Six times a year, this story has to be very strong. We have to communicate, we have to create this impact, and we live with that for the next year.
from the show, the development of the collection, the show, plus product in the boutique and the time to sell that, it's only one year. So, this year has to be driven by this famous story. It's a lot about storytelling, impactful storytelling. That's a kind of mantra at Chanel. We don't consider that the success is forever. We put the same energy behind each collection. Every time, we start from scratch - to keep this momentum about our capacity to surprise the customer. At the same time, we need to surprise, but we don't want to change. Because again, the DNA of the brand is very important. It's key for the future.
No comments:
Post a Comment