Chanel Showcases Enchanting Cruise Collection in Hong Kong

Chanel unveiled its Cruise 2024-2025 collection in Hong Kong, featuring a blend of light tweed suits, chic diving hoods, and breezy

Nov 10, 2024 - 15:50

Chanel Showcases Enchanting Cruise Collection in Hong Kong

Chanel unveiled its Cruise 2024-2025 collection in Hong Kong, featuring a blend of light tweed suits, chic diving hoods, and breezy white dresses that took guests on what the French brand called an "underwater reverie." Among the celebrities attending the event were actress Penélope Cruz, K-pop icon G-Dragon, and Hong Kong actors Chow Yun-Fat and Angela Yuen.

The fashion house held two runway shows — one in the afternoon and one at night — at the Hong Kong Design Institute (HKDI). Guests, many dressed in Chanel from head to toe, ascended a 197-foot escalator to reach the building's upper levels.

The collection, designed by Chanel’s artistic director Virginie Viard before her planned departure in June, featured vibrant, sequined outfits that stood out against the institute’s unique diagonal white beams. Models showcased the collection across two floors, adding a dynamic energy to the setting.

The event included interactive “activations” such as a panel discussion, an exhibition of HKDI students’ work, and a campaign teaser film starring Angela Yuen and French actor Benjamin Voisin. In the film, Yuen donned pieces from the collection against a vivid Hong Kong backdrop.

Cruise collections, traditionally launched between the main Fall-Winter and Spring-Summer fashion seasons, date back to the 1960s and were initially created for affluent customers vacationing in warmer climates during winter.

Chanel’s Cruise 2024-2025 collection was first showcased in Marseille, France, in May. The decision to re-stage the show in Hong Kong highlights Chanel’s ongoing commitment to its Asian clientele, especially amid a broader slowdown in the luxury market.

This event comes shortly after Louis Vuitton held its first runway show in Hong Kong, as the city aims to re-establish its reputation as a premier destination after recent years of political turmoil and strict COVID-19 restrictions. Chanel, meanwhile, is expanding its presence in China, with plans to open more stores across the mainland. As of May, Chanel had only 18 boutiques in China, significantly fewer than competitors with around 40 to 50 stores.