Tribute to Villa Noailles: Chanel Spring Summer 2024 Collection

In a homage to its rich past and vibrant present, luxury house Chanel has chosen the historic villa Noailles in Hyères, in the heart of the South of France, as the backdrop for its Spring Summer 2024 Ready-to-Wear campaign. This year, the campaign features Riley Keough, the acclaimed actress and Chanel’s new ambassador, alongside long-time Chanel friend and supermodel Rianne Van Rompaey. Through their shared devotion to the arts and decades of friendship, Chanel and the villa Noailles – a shining example of modernist architecture – have become inextricably bound together.

Captured by fashion photography duo Inez and Vinoodh, who have frequently collaborated with the brand, the campaign takes place in the villa’s garden and its signature pink room, transforming them into havens of inspiration and joy for the Chanel woman. The photographs are a dialogue between the villa’s architectural lines and the collection’s designs, capturing the spirit of the artistic and eccentric women who have historically graced its halls and gardens. In charge of styling was Valentina Collado, with casting direction from Aurelie Duclos. Beauty is work of hair stylist James Pecis, and makeup atrist Lisa Butler.

I have loved Chanel since I was a little girl.The allure of Chanel was very present in my household growing up. To now represent the House is an honour. It is the most elegant and inspiring House. To me, the Chanel woman represents so many things – sophistication, elegance, artistry, bold integrity. I am so inspired by Virginie and the artistic community around Chanel. The villa Noailles was an avant-garde meeting place for artists to come and spend time amongst one another, liberated from constraint and emancipated from structure. This is the feeling that I believe also exists within Chanel. So, it felt very fitting that this place inspired the collection. – Riley Keough

The villa itself, designed in 1923 by Robert Mallet-Stevens for art patrons Charles and Marie-Laure de Noailles, has long been a nexus for the avant-garde, hosting figures like Pablo Picasso, Jean Cocteau, and many others. Chanel’s founder, Gabrielle Chanel, was closely connected to the de Noailles, sharing a profound engagement with modernity and the arts. This season’s campaign showcases Chanel’s latest designs and also celebrates the villa’s centenary and its enduring influence on the brand.

It is an honour to be a part of the Chanel family in this way.We work in an industry that moves quickly and is constantly changing, so to be able to grow in a relationship and tell a story that is bigger than one season is a true joy for me […] It’s incredible to be in a space so imbedded in the history of modern art. You can feel that it’s built to inspire, and to be able to create something new in this space where so many artists came before, is really special.I’m inspired by Marie-Laure de Noailles’ story. I love how she was fearless with her support of the artists she believed in, no matter the controversy. You can sense her strength and conviction throughout her life story. And she had the best taste. What a woman! – Rianne Van Rompaey

The campaign is celebration of the villa Noailles’ architectural beauty and its lush gardens, serving as a perfect stage for the collection. The designs draw direct inspiration from the villa’s modernist lines and vibrant florals, with Rianne Van Rompaey and Riley Keough embodying the collection’s elegance, freedom, and nonchalance. From neoprene jackets awash in bold prints to sparkling accessories and floral dresses, each piece and image evokes the villa’s legacy of creativity, strength, and avant-garde spirit.