Chanel’s Métiers d’Art collection, guided by Virginie Viard’s innovative vision, sets the spotlight on Thomas Street in northern Manchester.

On Thomas Street in Manchester, Chanel’s Métiers d’Art collection has been unveiled by creative director Virginie Viard. Against a backdrop of A-list attendees, Viard presents a collection fusing the allure of Chanel and the gritty spirit of Manchester. In a statement before the highly anticipated event, the French fashion house said:

“Chanel has chosen to present the 2023/24 Métiers d’Art show in Manchester, one of the most effervescent cities of pop culture and an avant-garde one, whose bands, spanning all genres, have changed the history of music.”

Manchester has long been associated with underground music and cultural movement, having been home to legendary bands such as the Sex Pistols and the Smiths, as well as influential figures such as Morrisey, the Chemical Brothers, Oasis, and New Order. Chanel’s choice of Thomas Street for the new Métiers d’Art collection is a testament to the city’s musical heritage and its embrace of creativity.

“For me, Manchester is the city of music. It incites creation,” Viard explained.

Viard’s innovative vision for this collection involved taking tweed, a quintessential Chanel element, and infusing it with vibrant pop elements. The result was a distinctly Chanel wardrobe influenced by the diverse musical culture of the underground scene. Tweed takes centre stage in this collection, infused with a pop effervescence that adds a rebellious spirit to the timeless elements of Chanel.

“Tweed is central to this collection. I thought a lot about Gabrielle Chanel but I didn’t want to recreate Coco’s look, when she was wearing the Duke of Westminster’s jackets. I took my cue from the Coco who brought colour to her tweeds. I added a vibrant, pop spirit to them,” Viard said.

Chanel also features a Sofia Coppola-directed video collage and a bespoke Manchester-centric logo-seal by artist Peter Saville. The logo seal represents the enduring connection between the iconic double C and England. However, the pièce de résistance remains the Métiers d’Art collection set to hit stores worldwide in June 2024.

The collection spans a chromatic spectrum from salmon pink to lemon green, apple to mustard yellow, sky blue to intense red, all infused with a rock-infused underground attitude and a hint of ’60s retro. This kaleidoscope of colours and textures evokes a rebellious and non-conformist elegance. Supermodels Karen Elson and Edie Campbell embodied the collection’s essence, taking centre stage, showcasing the fusion of Chanel’s iconic double C with the insurgent soul of Manchester.

Virginie Viard succeeded in creating a collection that celebrates creativity and innovation while acknowledging the timeless elements that are hallmarks of the Chanel brand. She has achieved a fusion between elegance and edginess, between tweed and rock-infused rebellion. The collection delivers more than just new outfits – it inspires a complete lifestyle and a celebration of diversity.

The Métiers d’Art collection sets the stage for a new interpretation of iconic fashion by infusing it with youthful energy and adding vibrancy to the retro elements of the past. By embracing cultural diversity, music, and creativity, Chanel’s Métiers d’Art collection has opened the door for fashion enthusiasts to join the ever-evolving world of high-end fashion.

The collection celebrates the spirit of Manchester with a rebellious yet refined essence and demonstrates that high-end fashion can adapt and still pay homage to a city that honours authenticity over conformity.