The concept of the Cruise collection has long been anchored in the traditions of CHANEL without always having been named as such. As early as 1919 Vogue US, in its November 1st issue, described a little collection destined for vacationing, notably in Biarritz. The article describes its approach as something completely new: “Chanel shows a small collection of models which are essentially French. They do not differ particularly from those which she exhibited last year, but, as a whole, the collection differs entirely from anything else shown in Paris at the same time.”
These days the Cruise collection is no longer destined solely for ladies travelling on luxury liners, but it does still offer a wardrobe adapted to the activities of a cosmopolitan clientele and keen travellers. It responds to the desires of women who choose a sunny destination during the winter months, but also to the clients’ need for new items. Consumer patterns have evolved and the client appreciates seeing boutique propositions constantly renewed. For women who don’t travel this collection introduces a few rays of sunshine into the winter wardrobe.
Over the last 15 years and under the impetus of Karl Lagerfeld, the CHANEL Cruise collection has been developed with a theme and an identity. CHANEL was the first House to introduce an actual show for its Cruise collection, and always in different locations.
From Paris to New York and then on to Venice, the CHANEL Cruise travels to the most surprising and unusual of destinations…
The Café Marly in Paris, Grand Central Station in New York, the Santa Monica Airport in Los Angeles, The Raleigh’s swimming pool in Miami, the Lido beach in Venice, the Chez Sénéquier café in Saint-Tropez, the Eden Roc in Cap d’Antibes, the Bosquet des Trois Fontaines in the gardens of the Château de Versailles, the Loewen Cluster site on Dempsey Hill in Singapore and most recently The Island in Dubai, have all served as backdrops for the presentation of the Cruise collection since the year 2000. In 2015 Karl Lagerfeld has chosen the city of Seoul in Korea to show the 2015/16 Cruise collection.