In anticipation of the Spring Summer 2024 Haute Couture show in Paris, CHANEL has released a captivating short film titled “The Button.” Invited by Virginie Viard, Creative Director of Chanel, the film is a collaborative creation serviced by pgLang, written and directed by Dave Free, and scored by Kendrick Lamar. Starring Margaret Qualley, the film presents an enchanting narrative that transcends the bounds of reality and time.
“The Button” follows Qualley, an actress and ambassador of the house, on a mystical journey sparked by a missing button from the cuff of her Chanel jacket. This initiatory tale leads her to the iconic Parisian address of 31 rue Cambon, the heart of brand’s legacy. Throughout her journey, Qualley encounters notable figures such as model and friend of the house Naomi Campbell, and actress and Chanel ambassador Anna Mouglalis.
In a poignant moment, Mouglalis imparts the wisdom of “Beauty within the imperfections of time” to Qualley, who then realizes the profound emotional significance of the button. It is a symbol of memories and transmission, embodying the essence of Chanel‘s heritage and craftsmanship.
Dave Free and Kendrick Lamar of pgLang, in their response to Virginie Viard’s creative vision, celebrate the themes of intimacy and transmission. These values are deeply ingrained in Chanel Haute Couture and are eloquently portrayed in the film. According to them, every imperfection has its own story, each awaiting a new listener to add another chapter to its legacy.
“The Button” is a tribute to the timeless elegance and enduring legacy of Chanel, capturing the spirit of the brand and the anticipation of the upcoming Haute Couture show. It serves as a reminder that beauty often lies within the imperfections and the stories they carry. The film sets the stage for the Spring-Summer 2024 Haute Couture show, which will be unveiled on Tuesday, 23rd January 2024, at 2 pm Paris time, available for viewing on chanel.com.
