“Kirsten Stewart is the person who reminds me most of Gabrielle Chanel,” says Virginie Viard, artistic director of CHANEL. “She embodies the allure of CHANEL perfectly.”
After a breathtaking show at the Grand Palais Éphémère, accompanied by photographs paying tribute to Nouvelle Vague by Inez & Vinoodh, CHANEL unveils its Spring Summer 2023 Ready-To-Wear collection campaign, featuring Stewart in the South of France.
Also shot by Inez & Vinoodh, the campaign takes us across the house’s native country, capturing Stewart as the modern image of its enigmatic founder.
“She has a very special relationship with the House,” explains Viard. “When I first met her in 2013, it was instant. I’ve always been fascinated by her face, her attitude… And she understands CHANEL clothing so well.”
Composed of contrasts, masculine and feminine, transparency and opacity, simplicity, and sophistication, the CHANEL allure is interpreted by Kristen Stewart with an innate grace.
In just a few snaps, we’re taken through the black-and-white scenes of Parisian life, rife with its bustling culture in cinemas, cafes, the metro, and 31 rue Cambon, which then give way to the vivid colours of vineyards, orange groves, and the Mediterranean Sea. The French landscape, in all its glory, will always be the quintessential backdrop of Viard’s vision.
Paying homage to the brand’s heritage with new takes on the classics, the spring collection demonstrates how the timeless appeal of its core design aesthetics gives its clothing an agility fit for the modern woman.
In one photo with Stewart reclining amongst the orange trees, we see the humble camellia holding its own with softness and strength on a belted LBD. Bows of all sizes and shades feature prominently across the range on shoes, clothing, and beyond.
Iconic tweed sets are revisited in new proportions, combining a short jacket with a low-waisted pencil skirt in fresh raspberry pink. And speaking of colour, the house’s emblematic duo of black and white and its infinite potential is spotlighted through layers of contrast and new silhouettes.
To go behind the scenes of the visual journey, GRAZIA exclusively shares imagery from the making of CHANEL’s latest campaign.