For anyone that has a love affair with fashion, Chanel is a brand that we have all been enamored with from the beginning. The second you get your hands on your first Chanel bag, you simply know that the love and labor that goes into creating each bag is insurmountable.
In the eyes of their consumers, the name Chanel is often attached to a memory or aspiration. With this video, the audience is provided with affirmation that the brand is worthy of our affection past, present, and future. Chanel has given their loyal following a chance to see, up close, how they manufacture their best-selling classics with the utmost precision.
You might wonder why Chanel is giving away their secret to success. The truth is, all of their competitors already have their own manufacturing processes. The purpose of the video is not to teach how to make a handbag, but rather to show devoted Chanel customers that these bags do not just come off an assembly line and onto a shelf. It is a creative way to highlight the intent behind their classic design. All of the seemingly small features shown in the video are what ultimately create the image of elegance that Chanel so iconically represents. While their overall image had not changed the brand has taken a very surprising, yet appealing approach at “behind the scenes.” The featured products are not your classic Chanel black and white, though they do incorporate their signature stitching and touches of tweed.
Their decision to display bags in unusual shades including cotton candy pink paired with crisp white, is one that helps steer the campaign away from the idea of Chanel bags being created in a typical sterile factory setting. The imagery moves in the direction of an inviting, dream-like space where not only bags, but works of art is created. Between the warm, celebratory tones of the bags and the upbeat music, Chanel is providing information to their customers through a whimsical lens. The watercolor illustrations show a softer side of the brand by bringing in an element of fun, leaving the audience in good spirits. They have done an incredible job of allowing you to feel as though you have had a one-on-one experience of putting together a Chanel handbag.
Featured in the video is the making of the Gabrielle, the Boy Chanel, and the 11.12. The process of adding every detail is more enthralling than the last. By bringing their consumers into the factory in an aesthetically pleasing, and uplifting presentation, Chanel has tastefully unveiled the thought and effort that goes into every stitch, chain, and clasp. Locking in the very consumers they are targeting.
Production | Walter Films