Paris Fashion Week AW 2014: Chanel Supermarket Runway

Thursday, 6 March 2014

"A little humour is needed." How often can you spot Rihanna and Karl Lagerfeld around the aisles of your supermarket? The "Chanel Shopping Center" offered us this chance! The designer created a fully stocked store under the glass dome of the Grand Palais for his Autumn 2014 collection and rebranded around 500 different products, each new name hinting towards a staple of the House or something significant from its History.

The names of the products represented a beautiful homage to the past of the Chanel House. The guests and the models were greeted at the entrance by a pyramid of coconuts, advertising lait de coco (coconut milk). On the shelves there were household paints with suggestive names, such as Dore Saint-Honoré, Rouge Coromandel or Gris Jersey (Coco Chanel was the first to use jersey in clothes in 1916, until then it was strictly associated with underwear), doormats stamped with the message Mademoiselle Privé (the message on Coco Chanel's studio door), Perles de Lessive washing powder, Savon de Roquebrune soap (the name of the exclusive village on the French Riviera where Chanel built her villa, La Pausa), men's toiletries named after Boy Capel (Coco's great love), jams entitled Les Confitures de Tante-Adrienne (after the name of Coco Chanel's aunt) or Eau de Chanel bottles of mineral water. There were even chainsaws and tea packages called Little Black Tea, after the iconic Little Black Dress that was brought into our fashion dictionaries by Coco Chanel. Have a look at this witty setting and some of the packaging in the store:





As I'm sure that you're all very curious to also see the models mingling around the aisles and shopping, here is the official video of the runway show in the "Chanel Shopping Center". Keep you eyes open, you might spot the meat-packaging-inspired bags and even the chainsaws on the shelves!

I really had a lot of fun with this collection, how about you? What did you think about Karl's shopping center concept?

Photos: Yannis Vlamos / Indigitalimages; Garance; NY Daily News


Sam said...

This was unbelievably creative, loved the idea behind the set, it must have taken ages to manufacture but well worth it in the end. I have to say I am not a Chanel clothes fan but I want to shop in this supermarket.

Francesca Romana Capizzi said...

Welcome back!! How are you!! You've been missed!
I loved this collectionspecially for the location, herr karl is a genius!!
Don't Call Me Fashion Blogger

Sam said...

It was great hearing from you...Happy Friday Dear!

Marissa D said...

i just loved it cause it was so unexpected!!!

Alessandra Carlomagno said...

kiss kiss

ELISA said...

Chanel fashion show was AMAZING
Nameless Fashion Blog
Nameless Fashion Blog Facebook page

林东 said...

oakley sunglasses
nike roshe run women
prada sunglasses
cheap oakley sunglasses
valentino shoes
ray ban sunglasses discount
toms outlet
michael kors handbags
dior sunglasses
michael kors handbags
coach factory outlet
dolce and gabbana outlet
cheap nike shoes
ray ban sunglasses
ferragamo shoes
michael kors outlet clearance
nike air max uk
coach outlet store online
skechers shoes
rolex replica watches
michael kors handbags
true religion jeans
adidas supercolor
timberland outlet
true religion jeans
cheap jordans
coach outlet online
michael kors purses
coach factory outlet
tiffany and co
gucci outlet
adidas trainers
under armour shoes
nike air max
michael kors outlet online

John said...

coach factory outlet
polo ralph lauren outlet online
coach outlet online
birkenstock shoes
mlb jerseys wholesale
nike huarache black
ecco shoes
toms shoes
yeezy boost 350
coach outlet online
nike air max 95
nike air force
true religion sale
true religion uk
nike free flyknit 3.0
pandora charms
cheap nfl jerseys
timberland uk
ralph lauren
kate spade outlet online
coach outlet online
adidas trainers
vans outlet
buy red bottoms
supra for sale
michael kors outlet clearance
supra shoes
reebok outlet
ralph lauren outlet online
kobe bryant shoes
nike cortez white
pandora charms sale clearance

Post a Comment

Related Posts Plugin for WordPress, Blogger...