Matthieu Blazy to Debut His Chanel Resort 2027 Collection in Biarritz, France
The historic coastal town where Coco Chanel pioneered the sportswear aesthetic in the 19th-century.
Summary
- Chanel will debut Matthieu Blazy’s Cruise 2027 collection in Biarritz, France, on April 28
- The location is historic, as Coco Chanel opened a key branch there in 1915
- The town’s sporty atmosphere inspired the house’s pioneering sportswear aesthetic
Chanel has announced that it will present its Cruise 2027 collection in Biarritz, a French coastal town, on April 28. This decision distinguishes itself from many other luxury brands like Gucci, Louis Vuitton, and Dior, which have chosen the U.S. for their upcoming cruise shows. This event will mark the debut resort line for the Creative Director, Matthieu Blazy.
The show’s venue, Biarritz, holds deep historical significance for the house, as it was where founder Gabrielle Chanel opened a vital branch – including a boutique and workshop in the 19th-century Villa de Larralde – during World War One in 1915. Bruno Pavlovsky, president of fashion and president of Chanel SAS, expressed his enthusiasm, stating, “We are delighted that Matthieu Blazy has chosen this destination, so dear to the house, to present his first vision of the cruise collection.”
The brand also notes that Biarritz’s lively, sporty atmosphere was crucial to shaping Coco Chanel’s early design vision. This environment inspired a revolutionary sportswear aesthetic that famously freed women from corsets. Furthermore, Chanel is credited with pioneering the resort collection concept, having launched a dedicated line in 1919 for the cosmopolitan clientele who were having a vacation there.
Blazy, who has been modernizing Chanel since his appointment, is returning the brand to its historic roots with this choice, following his recent Métiers d’Art show held in a New York City subway station. Biarritz remains an important location for Chanel, which continues to sponsor the annual Biarritz Film Festival.
