The Presentation Was Accompanied by Celebrity Guests, Film Talks, and a Pop-Up Store
Chanel re-staged its Cruise 2024 collection in Hong Kong, inviting 2,000 guests, including brand ambassadors G-Dragon, Penélope Cruz, and Angèle, to experience a reimagined edition of the presentation that debuted in Marseille in May. Held at the Hong Kong Design Institute, the show celebrated the brand’s connection to Hong Kong and underscored its commitment to the Asian market amid a period of economic uncertainty.
The collection was the final work of Virginie Viard, Chanel’s former creative director who departed in June. Designed with a coastal, aquatic theme, it included light tweed suits, chic diving hoods, embroidered fish motifs, and swimsuits accented with Chanel bows. Models paraded across two levels of the institute, with the vibrant looks contrasting against the building’s striking white architecture.
Bruno Pavlovsky, Chanel’s president of fashion, highlighted the importance of Hong Kong as a cultural and commercial hub, noting, “For Chanel, we want to give a very strong sign about how important Hong Kong is.” Chanel has deep ties to the city, operating 10 fashion boutiques there, and it recently signed a significant lease in Causeway Bay, opening a beauty pop-up called “The Magical House of Chanel” in the space. Pavlovsky views Hong Kong as a long-term market, saying, “What is important is that as a brand, we continue to create incredible moments, to make people dream.”
The event also included panel discussions and creative collaborations with Hong Kong’s local scene. Ahead of the show, Chanel premiered a short film, Modern Flirt, directed by French filmmaker Audrey Diwan, which explores the chance connections among strangers in Hong Kong, portrayed by actors Angela Yuen and Benjamin Voisin. In parallel with the show, Chanel held talks with local film industry figures, emphasizing its commitment to the region’s creative industry.
The collection launched in Chanel’s Hong Kong boutiques the day after the show, with a gradual global release to follow. Following Viard’s departure, Chanel’s upcoming collections—including Métiers d’Art in Hangzhou, January couture, and the Lake Como cruise show—will be overseen by the brand’s in-house team until a new creative director is appointed. Pavlovsky commented on Chanel’s search for a successor, noting the need for “someone that has the power; Chanel needs power,” as the brand continues to shape its future in luxury fashion.
