Chanel Pre-Spring 2023 Ad Campaign Review

Review of Chanel Pre-Spring 2023 Ad Campaign by Chanel Creative Director Virginie Viard with Photographer Theo Wenner with Vivienne Rohner

From Paris to New York City and back again, these sister cities are having a moment thanks to the enduring fantasy of a single girl living out her dream life in the city that never sleeps or the city of lights.

Shot and starring IRL couple Vivienne Rohner, face and muse of the collection, and her boyfriend, American Photographer Theo Wenner, the city comes alive through the simple act of exploration. Late-night diners, street corners, and iconic bridges made famous by the films which used the city as a main character are filtered through the intimacy of Wenner’s lens.

Modelling since the age of 16 and traversing Zurich, Paris, and New York City, Rohner’s creativity and independence embodies this Spring-summer 2023 pre-collection. Styled with that laid-back New York city attitude Virginie Viard’s Chanel takes on the innocence and energy of youth. A pastel satin slip dress worn with an oversized cardigan and classic Chanel two-piece suit in an unexpectedly provocative sheer lace is what has endeared the luxury fashion house to a new generation of customers.

Black-and-white and vintage-hued shots take on a 1970s aesthetic and are reminiscent of a ‘collective nostalgia’ which encompasses films set in – and famous names intertwined with – New York city, from Frank Sinatra, and Liza Minnelli, to Working Girl and Martin Scorsese’s New York, New York.

The setting of Vivienne Rohner in some of her favourite haunts in the city grounds the collection and the houses’ most-loved accessories in an everyday reality that never loses its luxury status, which may be down to the way in which the city is known for all levels of society meeting and merging on the sidewalk, in the skyscrapers, and in-and-around the city’s parks.

Outside of Paris, the Chanel girl is a typical, if not Native, New Yorker at heart.