Chanel 2024/25 Métiers D'art Teaser Campaign

Review of Chanel 2024/25 Métiers D’art Show Teaser Ad Campaign by Director Wim Wenders with Talent Tilda Swinton

Chanel taps two titans of cinema to bring to life a new teaser film that builds hype ahead of its 2024/25 Métiers d’Art show in Hangzhou. Directed by the iconic Wim Wenders, the film stars Tilda Swinton.

Swinton embodies a photographer and art aficionado who undertakes a journey of artistic discovery after an encounter with a beloved work owned by Gabrielle Chanel. Chanel was an avid collector of historic Chinese lacquer screens, and one of her favorite still hangs in her office today – a depiction of Hangzhou and its West Lake, which has played a pivotal role in local folklore and literary tradition. Inspired by the piece, Swinton’s character journeys to Hangzhou – a trip Chanel herself never got to make – and develops a contemporary artistic response of her own.

The campaign richly exemplifies two of Chanel’s strongest marketing practices: a constant leveraging of its vast historical connections and heritage, and a strategic practice of transforming every event into an extended narrative moment. The Métiers d’art runway shows are themselves a kind of marketing activation for the house, creating new opportunities to highlight heritage and craftsmanship that are more intended to extend the world and cultural impact of the brand, rather than highlight products in the way a traditional runway show might. Augmenting this approach by teaming with two beloved, high-caliber talents and highlighting a lesser known part of Chanel history, the brand delivers a lesson in driving cultural engagement and making the most of every moment.