The Making of: Chanel Métiers d’Art 2020 collection, from the looks to the campaign


By Joan Kong

The Making of: Chanel Métiers d’Art 2020 collection, from the looks to the campaign

Fun fact: Virginie Viard was with Chanel’s haute couture department for more than 30 years before taking the helm as the Maison’s creative director in 2019. So when it comes to understanding artistry and craftsmanship, you know that the designer has got it down pat. And needless to say, her first Métiers d’Art collection—one that was created by the late Karl Lagerfeld to showcase the work of the couture ateliers owned by Chanel—was one of the most anticipated collections of the year.

I was fortunate to attend the show in Paris late last year (read all about it here), and while the collection was undoubtedly beautiful, there was more to it than meets the eye. In conjunction with the arrival of the Métiers d’Art collection in store, below, take a closer look at all the details that are not to be missed, and get more insight into the making of the show and the ad campaign.

The looks

Virginie Viard’s inspiration this season? The very first Métiers d’Art show back in 2002. After a show in Karl’s hometown, Hamburg, in 2018 and one in New York the previous year, Chanel heads back to its home base at the Grand Palais this season. Titled 31 Rue Cambon, while the designer drew on her memories—and the attitude—from the collection 18 years ago, design-wise, it was all about highlighting the Maison’s house codes—the ones that Karl Lagerfeld made sublime.

Did you know: To date, Chanel has acquired 34 ateliers—12 Maisons d’Art and 22 manufacturers.

Below are a few of the most intricate looks from the collection:

Look 41

The outerwear is peppered with colourful baubles that are like treasures themselves.

Look 53:

From silk tulle to gold wheat to pearls, this intricate ensemble has them all. The coat and the dress took 940 and 280 hours respectively to complete.

Look 71

The Camellia motif takes centre stage in this evening jacket that’s accented with 870 beads. The piece itself took 277 hours to create.

Watch what went down backstage here:

The set

While the Maison’s no stranger to opulent settings, the Métiers d’Art 2020’s show space was surprisingly pared-back, though it was anything but basic. Designed by friend of the house Sofia Coppola, Chanel’s three most emblematic spaces—Gabrielle Chanel’s apartment, the iconic mirrored staircase, and the haute couture salon—were all present. Bits and pieces of house codes can also be found throughout the Grand Palais, from the Camellia chandeliers to the bouquets of wheats that adorned the rooms.

Take a look at the set via the video below:

The campaign

The campaign for the collection is a continuation of the Métiers d’Art show in December. Directed by Sofia Coppola, the images featured the Art Deco mirrored staircase as the backdrop, and models—Gigi Hadid, Vittoria Ceretti, Mona Tougaard, Anna Ewers and more—were pictured getting ready to head out for a night of celebratory fun.

Check out a snippet of the campaign here:

The Chanel Métiers d’Art 2020 collection is now available at the Suria KLCC store.

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