As you may recall, the Chanel Cruise 2026/27 collection was written in Matthieu Blazy’s own language but drawing on Gabrielle Chanel’s codes, while introducing his vision of the modern world. To explore this vocabulary, the Maison’s creative director took us back to Biarritz, where the founder began shaping her vision of the modern Chanel woman. Now, the campaign lensed by Alec Soth reinforces that message.
With this collection, the Belgian designer revisits the femininity Gabrielle once envisioned: the woman defined by contrasts, elegant yet never afraid to have a little fun. The garments play with opposing forces: colour and restraint, movement and stillness, the coast and the metropolis. Set against the sands of Biarritz’s Grande Plage, the campaign is photographed by Alec Soth, with a film directed by Stuart Winecoff. Both revisit the spirit of the style Chanel introduced in the Basque city in 1915: functional yet liberated, elegant yet dynamic, with an emphasis on movement, playfulness and freedom of the body.
The collection revisits Chanel’s most recognisable codes while taking us back to the roots of the house. Some references are easier to recognise than others, but among them is the little black dress, which this year marks the centenary of the change in status that cemented its place in fashion history. Today, it’s often associated with the idea of the revenge dress. Once regarded as workwear, the black dress was redefined by Gabrielle Chanel, becoming an object of desire among aristocratic women.
But the tributes don’t stop there. Throughout the collection, echoes of Gabrielle’s vision emerge in different forms, with several interpretations of her signature style. One such example is the bow, originally placed at the back of one of her designs, which now takes the form of an oversized bag. This joyful spirit takes shape in a series of bathing-inspired looks, featuring playsuits and swimming caps, alongside a seaside wardrobe of coral-cut dresses, vivid colours and buttons shaped like little sea creatures. This experimentation also finds expression in the collection’s variety of materials, shapes and colours, combining unexpected elements with familiar codes.
Accessories include raffia maxi totes, classic lambskin bags and two-tone shoes with supple silhouettes. The campaign offers a further glimpse of the world Chanel has been building under Matthieu Blazy.
