Matthieu Blazy Will Unveil His Chanel Resort 2027 Collection In Biarritz, France

The ancient coastal village where Coco Chanel innovated the sportswear look in the 19th century.

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Chanel confirmed that it would unveil its Cruise 2027 collection in Biarritz, a French seaside resort, on April 28. This decision differentiates itself from numerous other premium labels such as Gucci, Louis Vuitton, and Dior, which have selected the U.S. for their forthcoming cruise displays. This event will signify the inaugural resort collection for Creative Director Matthieu Blazy.

The setting of the exhibition, Biarritz, possesses profound historical importance for the house, as it was the location where founder Gabrielle Chanel inaugurated a crucial branch, comprising a boutique and workshop in the 19th-century Villa de Larralde, during World War One in 1915. Bruno Pavlovsky, president of fashion and Chanel SAS, conveyed his joy, noting, “We are pleased that Matthieu Blazy has selected this cherished location to unveil his inaugural vision of the cruise collection.”

The brand emphasises that Biarritz's vibrant, athletic ambiance significantly influenced Coco Chanel's initial design perspective. This setting catalysed a transformative sportswear look that notably liberated women from corsets. Moreover, Chanel is known for innovating the resort collection concept, having introduced a specialised line in 1919 for the cosmopolitan customer vacationing there.

Blazy, who has been revitalising Chanel since his appointment, is reinstating the brand's historical foundations with this decision, subsequent to his recent Métiers d’Art showcase conducted at a New York City underground station. Biarritz continues to be a significant site for Chanel, which perpetuates its sponsorship of the annual Biarritz Film Festival.