Virginie Viard, the new Creative Director of Chanel, has been making headlines since her appointment in 2019. She has the responsibility of carrying on the legacy of the iconic fashion house after the passing of Karl Lagerfeld.
In her short time at the helm, she has already made significant changes while still staying true to Chanel’s heritage. Let’s take a closer look at how Virginie Viard is making Chanel her own.
Staying True to Chanel’s Legacy
Viard worked alongside Lagerfeld for over 30 years before taking over as Creative Director. This experience has given her a deep understanding of the brand’s history and values. She has ensured that the signature elements that define Chanel, such as tweed jackets and quilted handbags, continue to be a prominent part of each collection.
Introducing New Elements
While Viard is keeping some classic Chanel elements, she is also introducing new ideas to keep things fresh and exciting. For example, she has added more color to collections and experimented with different textures and fabrics. In recent runway shows, we have seen denim and lace being incorporated into traditional Chanel designs.
Embracing Femininity
Viard’s designs are also embracing femininity in a way that resonates with modern women. While Lagerfeld was known for his sharp tailoring and structured Silhouettes, Viard is bringing softer shapes and flowing fabrics to collections. She is also featuring more dresses in her collections than Lagerfeld did.
Collaborations
Another way that Viard is adding her own touch to Chanel is by collaborating with artists from different fields. For example, in her Spring/Summer 2021 collection, she worked with photographer Juergen Teller to create a campaign featuring models lounging around an apartment set. This collaboration gave the campaign a unique look and feel that was different from previous Chanel campaigns.
A New Approach to Shows
Viard is also shaking things up by taking a new approach to Chanel’s shows. She has moved away from grand, theatrical productions and instead opted for more intimate shows in different locations. For example, the Fall/Winter 2020 show was held in a library, and the Spring/Summer 2021 show was held at the Grand Palais in Paris but with a minimalistic set that focused on the clothes.
Conclusion
Virginie Viard is making Chanel her own by staying true to the brand’s heritage while also introducing new elements. She is embracing femininity and collaborating with artists to create unique campaigns.
Her new approach to shows is also refreshing. It will be exciting to see what else she has in store for Chanel in the future.