Chanel Métiers d'Art 2024 Ad Campaign

Review of Chanel Métiers d’Art 2024 Ad Campaign by Creative Director Virginie Viard with Photographer Mikael Jansson and models Lulu Tenney, Loli-Bahia and Alaato Jazyper

Chanel celebrates its Métiers d’Art 2024 collection with a vibrant vision of all things tweed. The campaign was shot by photographer Mikael Jansson.

While all Chanel collections attain to a high level of craft and tend to have plenty of the house’s classic tweed, the annual Métiers d’Art collections are the fullest showcase of the house’s creative partnerships with historic craft ateliers, and the latest edition of this collaborative practice went all in on tweed in vibrantly expressive colors.

Jansson’s campaign imagery deftly picks up on this color story. He pairs black-and-white portraits that focus on texture and form alongside vividly chromatic portraits that set monochrome looks against a matching backdrop. The contrast serves to further intensify the already impactful nature of these colorful and classic looks.

Highlighting core elements of the Chanel’s craft vision while revitalizing them with a fresh color story, the campaign is a vibrant ode to the métiers.