Deauville, a seaside town in Normandy, France, is a place that holds significant prominence in the history of Chanel. It was where Coco Chanel opened her first fashion boutique in the 1920s, and went from licensed milliner to visionary designer. For Fall/Winter 2024, Creative Director Virginie Viard took us back in time to the sandy boardwalks of Deauville, through a collection of 73 looks set against a cinematic screening of the coastal town, from dusk till dawn.
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1920s silhouettes blended with 1970s flair, with a contemporary twist—Virginie Viard presented a beautiful series of fuss-free yet sophisticated looks that echoed the romanticism of the past perfectly. Click through to see our favourite looks.
Look 15
One can easily picture Coco Chanel in this ensemble. Crafted out of what appears to be bouclé, this two-piece set comprising an oversized cardigan and wide-legged trousers is equal parts comfortable and chic. Cinched at the waist with a bow belt, accessorised with a pearl necklace and, of course, the wide-brimmed floppy hat seen throughout the show—she’s ready for a stroll on the beach, then dinner and drinks somewhere fancy.
Look 17
A scarf-like collar rests on the shoulder of a white V-neck sweater; reminiscent of a sailor’s uniform. Peek the adorable pom pom elements atop the pockets and ruffles on the hems of the sleeves, little details that add a playful touch to an otherwise simple sweater. Style this like Viard did with a knee-length skirt and slouchy boots, or take it to the streets with easy denims and chunky sandals; it’s more versatile than you think.
Look 27
A broad-shouldered longline coat, in a colour that reflects the ombre landscape, was styled simply and effectively with jeans, which were cuffed up just above the ankles to reveal the suede platform boots beneath. While the powder-hued bag matches the coat perfectly, Viard amped things up with multi-layered gold necklaces and oversized earrings.
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Look 31
Forget double denim, we’re all for triple denim now. A waxed denim jacket with a classic tweed lining worn over a light-wash shirt, paired with matching trousers, feels fresh and modern. It was topped off with the must-have accessory of the 1920s, a tweed flatcap, alongside a gold-linked belt for a hint of refinement.
Look 37
Stylish, androgynous, and practical; Virginie Viard nailed the assignment, and Mademoiselle Chanel would be proud. A shearling coat with a matching bag, completed with a chain-link collar necklace for a touch of bling. Now, add denim culottes and platform boots (a constant throughout the collection), and the pairing is just...chef’s kiss.
Look 41
What’s a Chanel collection without a sweet tweed set? Sailor-style high-waisted trousers were styled with a boxy jacket in an almost similar shade; an off-kilter set that oozes currency. Worn with a scarf top underneath, and a timeless wristlet hanging off the model’s wrist, Viard’s girl is one with confidence, style, and sass.
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Look 52
Effortless and cool all at the same time, this timeless pantsuit evokes the glamour and theatrics of the ‘70s in the best way possible. Peppered with reflective embellishments, the tweed set is a key silhouette of the collection with a classic disposition.