Chanel Unveils Biarritz Cruise Show, Signaling New Direction Under Matthieu Blazy

Chanel opened its 2027 cruise collection on Tuesday at the Art Deco casino in Biarritz, the town where Gabrielle Chanel founded her first couture house in 1915. Lyst ranks Chanel as the industry’s hottest brand. Front-row seats included A$AP Rocky, Nicole Kidman, Tilda Swinton, Sofia Coppola and Michaela Coel.

New York Times

Artistic director Matthieu Blazy leads the creative vision; Bruno Pavlovsky is Chanel’s president of fashion. Ambassadors Nicole Kidman, A$AP Rocky, Tilda Swinton, Sofia Coppola, Michaela Coel and Marion Cotillard attended.

WWD

The show opened with a little black dress marking the centenary of the style first called “Chanel’s Ford.” Blazy introduced €3,100 denim jeans as a new totem, pink-denim skirt suits and silk tops. Model Kaya, six months pregnant, wore an open jacket and two-tone shoes gifted by Blazy.

The Guardian

Blazy called the little black dress a “revenge dress” that reclaims a garment once worn by workers and places it on the aristocracy. Pavlovsky praised Blazy’s research as “stunning,” noting it enables creative freedom and that Chanel serves “tens of thousands” of clients who each spend over €100,000 annually. Kidman praised the collection for its exquisite craftsmanship, comfort, wearability and chic aesthetic. Rocky described the pink bag and shoe charms as a thoughtful gift for his daughter.

The Guardian

Kidman attended a welcome cocktail at Biarritz’s covered food market, took selfies with locals and said she wanted to move to the town. She also swam in the sea twice, noting she “never miss[es] a chance to get in the sea.” Rocky displayed a pink Chanel bag with baby-shoe charms, calling it a gift for his daughter. Swinton dismissed rumors of playing Coco Chanel, saying she has “much too much respect” for the designer. A screen in the Gare du Midi exhibition hall streamed the runway to residents.

WWD

The Biarritz event illustrates how destination cruise shows serve as extended marketing platforms, turning local venues into cocktail spaces and streaming the runway to the public. Analysts view such spectacles as a means to capture mind share and reinforce brand relevance among high-spending clients.

The Guardian

Following Chanel’s Biarritz presentation, Dior will stage a cruise show in Los Angeles, while Gucci and Louis Vuitton are slated for New York. MaxMara will present its next runway in Shanghai.

The Guardian

• “It was like the first revenge dress,” — Matthieu Blazy, Artistic Director, Chanel

New York Times

• “Everything is so exquisitely made and so comfortable and wearable, and yet chic,” — Nicole Kidman, Chanel Brand Ambassador

WWD

• “It’s a gift from Matthieu. He’s so thoughtful,” — A$AP Rocky, Chanel Brand Ambassador

WWD

• “Matthieu’s research is stunning, and it gives him the freedom to twist, to create the Chanel of today and tomorrow.” — Bruno Pavlovsky, President of Fashion, Chanel

The Guardian