The brand used its annual Metiers d’Art show as a way to forge cross-cultural connections.
It was a few minutes before sunset on the gleaming steps of a former courthouse in Dakar, and Pharrell Williams had found his wife’s next hairstyle.
It was the apex of a three-day event in which ideas as small as one’s next hairstyle and as big as the global future of the luxury industry were unpacked: Chanel’s annual Métiers d’Art show, which made history this year by choosing Dakar, Senegal as its setting. Each year, this off-schedule show pays tribute to the 11 workshops that Chanel has acquired over the decades, essentially to sustain the niche French crafts crucial to creating otherworldly fashion.
Luxury logos are perhaps the only global language, the closest thing the 21st century has to an Esperanto; during a drive through the market the morning before the show, I saw a woman wearing a knockoff Chanel-logo scarf wrapped around her body and secured with a Vuitton-print scarf as the bodice and thought,Rather than tasking local artisans with making Chanelified projects, the house chose instead to elevate their work, hoping that their association with the event will bring them more global...
What, then, about the clothes? Viard has done a lot to make the world’s biggest independent fashion house feel more intimate. That’s tough to do with a business of nearly $16 billion a year, where the sheer size and passion of the clientele plus the global relevance of the brand demand arena-sized fashion shows at Paris Fashion Week. But her productions feel much more grounded than the spectacles that her predecessor and mentor Karl Lagerfeld used to stage.
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Chanel Métiers d’Art 2023CHANEL made history as the first European luxury brand to stage a fashion show in sub-Saharan Africa, unveiling its Métiers d’Art collection on Tuesday as part of a three-day program of cultural events in the capital of Senegal.
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