In just one ad campaign’s time, Lagerfeld is going into photographer mode once again. Just for the occasion, the creative director defies the laws of gravity and illustrates his work at Chanel in the same way that the brand glides above the rest; belonging neither to yesterday, nor to tomorrow, less so to today, this campaign includes all the semantics of a collection that is both futuristic and timeless. The couturier has fun with it: “Like Goethe said, better to have a future that includes a big piece of the past!” Indeed, it is by combining spatial adventures with the romanticism of medieval fashion that he’s able to teleport the rue Cambon brand to the edge of the planet and into the future. More than enough reason to open the campaign with an eccentric, chic, and luxurious cinematic, like praise for the mythology of the 2000s.
The end result is just as soft as it is twisted. A weighty campaign for which three models were called on to slip into emblematic pieces from next season, where tweed and leather are omnipresent, like these sensual thigh boots with vinyl appeal. These falsely and subtly sophisticated silhouettes can be found on Chiharu Okunugi of Japan, Ashleigh Good of Britain, and Soo Joo Park of South Korea who, through the Kaiser’s lens, are fixed at the heart of a topsy turvy environment, that is, when they’re not too busy embroidering. It’s a way of reminding us that what Chanel makes is universal, agenerational, and oh-so-desirable. Globally lauded, we’ll still have to wait a bit, since this 80-part collection won’t be available in stores until mid-September.
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