Chanel will present its Cruise 2027.28 collection in Deauville on Tuesday, April 27, 2027, returning to a French location closely connected with the beginnings of the house’s fashion history. The presentation will mark Matthieu Blazy’s second Cruise collection for Chanel and follows the house’s previous Cruise presentation in Biarritz.
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The choice of Deauville connects Blazy’s upcoming collection with an important early chapter in Gabrielle Chanel’s work. Before establishing the clothing vocabulary that would become associated with Chanel, she first found success as a milliner in Paris. In 1912, she expanded her activities by opening a boutique in Deauville.
The following year, Gabrielle Chanel began selling her first fashion pieces there. Those early designs marked a significant development for her work and helped establish the direction that would later define the Chanel style.
Bruno Pavlovsky, President of Chanel Fashion Activities, points directly to this connection when discussing the decision to stage the collection in Deauville. He describes the town as the place where Gabrielle Chanel introduced her first fashion pieces and identifies that moment as a turning point in the history of the house.
Pavlovsky also positions the upcoming presentation around Blazy’s own response to the location. The Cruise 2027.28 show will offer an opportunity to see how the Creative Director approaches a place associated with the earliest development of Chanel fashion through his current perspective at the house.
What is clear is the relationship between place and the upcoming presentation. More than a century after Gabrielle Chanel opened her Deauville boutique in 1912 and began selling fashion there in 1913, the house will return to the town for its next Cruise show.
