Chanel, the renowned Parisian fashion house, has announced that its next Métiers d’art collection will be showcased in China. The fashion show is set to take place on Tuesday, December 3, 2024, in Hangzhou, mainland China. This decision comes after previous shows in Dakar, Paris, and Manchester.
The Métiers d’art collection, which was established in 2002, highlights the exceptional skills of the artisans of the Maisons d’Art each year. Since 2021, the collection has been housed at 19M, Chanel’s creation and transmission center for Métiers d’art in Paris. While the creative director Virginie Viard has been absent since June, the label has not revealed who will be designing the upcoming collection.
In the last Métiers d’art show, Virginie Viard presented a collection in Manchester, UK, to pay tribute to the house’s connections with the country. The city’s inspiration, music, culture, and energy were sources of creativity for the collection. However, the choice to showcase in China appears to be driven more by commercial interests. Luxury brands are increasingly targeting this market, despite a slowdown in luxury goods sales following the Covid crisis.
Hangzhou, the chosen location for the upcoming show, is situated 200 kilometers south of Shanghai and is among the top ten cities for luxury goods in China, following Beijing and Shanghai. In addition to the show in Hangzhou, Chanel has also planned another event in Hong Kong. Prior to the Métiers d’art collection presentation, the Cruise 2024/25 collection will be unveiled on November 5.
This strategic move by Chanel reflects the brand’s efforts to strengthen its presence in key markets and connect with a wider audience. By tapping into the rich cultural landscape of China, Chanel aims to captivate the local consumers and further expand its global reach. The upcoming show in Hangzhou is poised to be a spectacular display of craftsmanship and creativity, showcasing the timeless elegance and innovation that Chanel is renowned for.