The Cannes Film Festival will be wrapping up this weekend, there are just a few carpets left before the closing night gala, a few more looks to enjoy… and for Cannes jury member Brie Larson, the looks have all come from one fashion house: Chanel. All of them excellent. And this surprised me – not the excellence part, because we know Brie can serve, obviously, but because up to this point, Brie isn’t a celebrity we’ve associated with Chanel.
Chanel and Kristen Stewart? For sure. Chanel and Margot Robbie? Unfortunately. Brie and Chanel, however, are a new thing. And a very good thing. From what we’ve seen in Cannes, Brie and Chanel are a much stronger star-to-brand fit than Margot has been. I posted about Brie in that amazing floral jumpsuit last week during the early part of the festival. And she’s held the standard since then with even more Chanel like this dress with a sheer cape from the 2023 RTW collection, a collection entirely inspired by Kristen Stewart.
This, in part, explains why Chanel never seems to work on Margot – because she and KStew are not in the same fashion lane. Brie and KStew, however, are closer, but the beauty of Brie in Chanel, even in a Chanel piece that is originated by Kristen’s personal style, is that she makes it entirely her own. Have you seen the rabbit dress? This is the rabbit dress from the back, it’s exquisite. Flip through the carousel and you’ll see the rabbits on the front, and how the rabbits prettily flow into the tulle bottom, and those gorgeous shoes:
Yesterday, it was a two-piece with Chanel print, but cleverly done so that the words almost mimic the classic Chanel bouclé and while I don’t normally love a tiered skirt, in this case it somehow works because it’s such a departure from what’s happening on top, creating an almost clash-like effect, and yet it’s still complementary. This is exactly what Chanel and creative director Virginie Viard would have wanted out of this partnership.
Is it a temporary partnership or a permanent one? Like if this was a test-run for a relationship, I really can’t see why they wouldn’t want to put a ring on it.
Where Chanel is concerned though, I just read a report at Vogue Business that they’ve reported their highest revenues since 2018 with RTW being one of the top-performing product lines. And what’s interesting about that is that Chanel, unlike almost everyone else, does not sell fashion online. Sunglasses, fragrances, and beauty products, sure. But not fashion. Let that sink in for a moment – it’s 2023, and here is a business, a huge business, one of the most identifiable clothing brands in the world, and they have abstained from digital retail. According to Chanel Global CEO Leena Nair, they have no plans to change this in the near future. Which is why, even though Louis Vuitton makes more money, Chanel is perceived as more exclusive. Because if you want to wear Chanel, you have to show up in person to buy it. And what you’re buying is super expensive – they significantly raised prices two years ago, and that obviously did not deter the clientele since Chanel is still seeing growth even without an online market, and without a men’s market. “Chanel is the only luxury megabrand” that has not expanded to menswear.
Which doesn’t mean they don’t engage men, because we’ve seen men like Timothée Chalamet and Pharrell and BTS’s Jimin wear Chanel pieces, they just don’t design collections specifically targeted to men. And they’re still only second to LV in sales, and still somehow appealing to a very online generation of young consumers. Because these are decisions that adhere to their core brand identity.
