French luxury brand Chanel unveiled its new campaign for the 2024/25 Métiers d’Art collection, which has been on tour around the world since 2002.
This time, the campaign takes inspiration from the ebony lacquer screen in founder Gabrielle Chanel’s home at 31 rue Cambon in Paris, and turns to the picturesque West Lake.
The lake and mountains reflected in the sunset create a freehand and beautiful atmosphere for the new image, and this beautiful scenery is brilliantly presented through the lens of photographer Mikael Jansson.
The Chanel campaign is performed by brand ambassador Tilda Swinton, supermodel Liu Wen and Lulu Tenney, presenting a dreamlike journey of craftsmanship in a poetic way.
Tilda Swinton wore a black and white sweater inspired by the totem of the ebony lacquer screen, echoing the theme of travel; Liu Wen wore a long leather coat made by the Lemarié workshop, a camellia brooch, and a large travel bag that echoed the theme, creating a mysterious and charming tone for the advertisement.
Another black satin pleated dress was decorated with floral embroidery totems and paired with a lotus leaf collar made by the Lognon workshop, outlining elegant lines.
Lulu Tenney wore ivory satin pleated trousers, showing the ingenuity of the Lognon workshop in the mist; she also wore a navy blue double-breasted coat embroidered by the Atelier Montex workshop, paired with diamond-patterned wedge-heeled black patent leather boots, echoing the meaning of travel.
The 2024/25 Métiers d’art workshop series brings together the top craftsmanship of multiple brands, including Lesage embroidery workshop, Atelier Montex embroidery workshop, Lemarié camellia feather workshop, Lognon pleat workshop, Massaro shoe workshop, Goossens gold and silver jewelry workshop and Maison Michel hat workshop.
Oriental buckles are embellished on tweed jackets, the texture of ebony screens is transformed into fabric texture, plants by the West Lake are transformed into curled lotus leaves, and lotus flowers blooming on the lake are freely blooming on necklaces and buttons, depicting a dreamlike and beautiful picture with clothing language.
The workshop series also includes a number of ingenious accessories, such as Mademoiselle boots inspired by classic two-color shoes, Maison Michel’s carefully crafted gentleman hats, and handbags with the design theme of “fortune cookies” that symbolize good meanings, together presenting a fashion dialogue across Eurasian cultures.