After the cancellation of all fashion shows due to the pandemic, Chanel's Cruise Collection 2021 was the first virtual world-class show.
The traditional summer collection, Cruise 2021, was originally scheduled for 7 May. The show was to take place on the Italian island of Capri. But because of the coronavirus pandemic, the company had to completely change the concept. According to the creative director of Chanel Virginie Viard, the brand "had to adapt".
Instead of classic resort locations, this time the cruise collection was shown in virtual space. The platform for the show was entirely digital media for the brand. The show, which made its debut on June 8th, included both videos and photos presenting models in new images, as well as sketches and notes on the creation of the collection.
The virtual event was called "Balade en Méditerranée" ("Journey through the Mediterranean Sea"). Photographs of models dressed for a luxury vacation, inspired by the fashion trends of the 60s, were taken in a Paris studio. The main theme of the collection was simple and versatile items of clothing, such as long skirts that can be transformed into dresses, jackets made of black chiffon, which can be worn over a swimsuit during the day or with a luxurious top or transparent dress that can be combined with shorts or a blazer.
Apart from the fact that the show took place in virtual space, the collection was also distinguished by several other signs of the post quarantine world. Thus, the images in the photo are quite simple and concise, and the creators of the collection did not resort to excessively luxurious and eccentric visual images, such as the famous rocket channels used in previous shows. Also, the fabrics, which have already been accumulated in the brand's warehouses, were used to create the collection. Another rather unusual step for a brand of this level was the fact that the cruise collection included some items from the Spring 2020 collection, which remained unsold.