THE CHANEL CRUISE 2027/28 SHOW IN DEAUVILLE
“It was in Deauville that Gabrielle Chanel introduced her first fashion pieces, marking a turning point in the history of the House. We look forward to discovering Matthieu Blazy’s perspective on this foundational place through his second Cruise collection.”
– Bruno Pavlovsky, President of CHANEL Fashion Activities
First, he took us to Biarritz – a significant location for the House, where Gabrielle “Coco” Chanel opened her first official couture house outside of Paris in 1915 – now, Mattheiu Blazy is bringing CHANEL back to another historically significant location for the House.
Blazy’s Cruise 2027/28 collection for CHANEL will be presented on Tuesday 27th April 2027 in Deauville – an upscale seaside resort town on the Côte Fleurie of Normandy.
In 1912, after her initial successes as a milliner in Paris, Gabrielle Chanel opened her premier boutique in Deauville, where she began selling her first fashion pieces the following year. There, she paved the way for what would become the eponymous CHANEL style.
If you’re old enough to have a compulsory eye cream in your skin-care routine and know every word to “Unwritten” by Natasha Bedingfield, you’ll recognise “Deauville” – it’s the name of one of CHANEL’s popular tote bags.
Introduced in Karl Lagerfeld’s Spring/Summer 2012 collection as a core commercial highlight of that season's collection and immediately had celebrities and off-duty models in a choke-hold – it was named after the same French resort town where Coco Chanel opened her boutique on Rue Gontaut-Biron.
Incidentally, Karl Lagerfeld’s Spring/Summer 2012 runway show featured a massive, hyper-futuristic “under-the-sea” theme inside the Grand Palais, where models carried sleek, pearlescent miniaudières, seashell clutches, and wet-look accessories, with pared back makeup and fantasy (CHANEL’s word for faux) pearl details. There are elements of this 2012 show that feel like Blazy has bookmarked this collection in his research of CHANEL’s back catalogues.
Biarritz was the site of her first major couture house and financial independence, proving her acumen as a business woman. Deauville, on the other hand, was the birthplace of Chanel's casual “sportswear” and her first boutique.
We know Chanel (the woman and the brand) revolutionised women’s fashion – the shoulder bag gave us back the use of both of our hands, symbolising female independence in the most stylish of ways.
Her “modern sports fashion” took comfortable jersey fabrics, previously reserved for men’s underwear, to create loose, chic silhouettes, with naval inspired striped sailor tops, beach pjs and functional wear. It was effortless elegance for wealthy holiday makers.
On the Normandy shores of Deauville, Blazy is book-ending his historical retrospective and we cannot wait to see what inventive, inspired, B E A U T I F U L CHANEL Blazy presents with his 2027/28 Cruise collection.
Words by Isabelle Webster