CTo know the South of France is to know the country’s quintessential summertime culture. Something which Virginie Viard was inspired by for her SS24 collection for Chanel.
The creative director looked to the landscape in the hills of Hyères and in particular a villa owned by Charles and Marie-Laure de Noailles, which Viard describes as offering “idyllic freedom” as inspiration for the new collection.
In the show notes the designer explains: “This Spring-Summer 2024 Ready-to-Wear collection is an ode to liberty and to movement, and tells a story that has its origins in the gardens of the Villa Noailles.”
The choice has roots in Chanel’s foundations too. Marie-Laure de Noailles was a close friend of the house’s founder, Gabrielle Chanel, with avant-garde elements of both women’s styles influencing the collection.
As the show notes conclude, “Buoyed by an ambience of joy, sport and celebration, the elegantly carefree Spring Summer 2024 Ready-to-Wear collection is an invitation to enjoy life in the fresh air.”
