Chanel has released part two of The Destinations, a three-part series within the brand’s Inside Chanel series that explores the late Gabrielle Chanel’s life as well as how the cities of Deauville, Biarritz, and Venice influenced both Gabrielle and as a result, the brand.
This time, fans get a chance to explore Biarritz, a town on the Basque coast in southwestern France, in the early 20th century and how Gabrielle spent her time falling in love and building her brand.
Captain Boy Capel takes Gabrielle away to the Basque coast where they attend parties and enjoy the ocean and where Gabrielle first sees her brand taking shape.
Gabrielle’s time in Biarritz brings her various triumphant victories: her first couture house, the opening of Chanel’s doors to the public, dressing the queen of Spain, and financial independence amongst others.
Once again, the series succeeds at immortalizing Gabrielle through a historical anecdote and through carefully manipulating archival footage, which can be seen as a work of art in and of itself. The campaign is a road map for brands with a rich heritage on how to turn that heritage into entertainment. Houses such as Burberry, Christian Dior, Louis Vuitton, Givenchy, Loewe and even Coach have a rich tapestry of storytelling that are awaiting to be spun into emoting tales. Until such time we will have to sit back and enjoy the Chanel journey and await for part 3 of The Destinations travelogue.