Concept:
If I Designed Chanel
When Chanel began looking for a new artistic director following Virginie Viard’s departure, I gave myself the assignment: what would I do if the job were mine?
October 2, 2024
I developed three theoretical collections as an answer. This Fall/Winter ready-to-wear collection is one of them, built around an idea I see as fundamental to the house: freedom.
DISCLAIMER
This is an independent portfolio project and is not affiliated with, commissioned, endorsed, or authorized by CHANEL. The CHANEL name and trademarks belong to their respective owner. All original designs and concepts presented here are my own.
Freedom is essential. It enables us to build confidence and take ownership of our choices-qualities closely tied to happiness. It empowers us to shape our own lives and contribute meaningfully to society. It drives innovation, creativity, and progress, allowing us to challenge norms and foster diverse, thriving communities where unique viewpoints and talents enrich the world. Freedom is what lets us live fully, as ourselves, while inspiring those around us to do the same.
Mademoiselle Chanel herself challenged conventions, redefining fashion with simplicity and rejected restrictive styles. She mixed the real with the fake and chose black as an everyday color. For her, true style was rooted in freedom of personal choice, comfort, and confidence, reflecting an independent mindset to dress for oneself rather than society. She was a resilient, independent force-a lightning bolt that electrified the world and transformed modern perspectives on women's fashion and female autonomy.
At its core, CHANEL, the Maison, champions human creativity, valuing the freedom each person should have to imagine, dream, and create. This commitment is evident in the brand's investment in its teams, providing the best tools, materials, and inspiring environments that empower every individual to reach their full potential. CHANEL's dedication to freedom (and quality) is not only seen in its products but also in how it nurtures the people who bring those creations to life.
CHANEL, the business, is also a unique force in the world, embodying freedom in its every move as a privately held company. Unconstrained by the demands of shareholders, CHANEL has the rare ability to chart its own course, adapting and evolving on its own terms. This independence allows the company to remain deeply authentic and rooted in its heritage while embracing innovation.
CHANEL even promotes a vision of freedom that extends beyond itself and its products. The company's charitable efforts profoundly impact the world. It supports initiatives that improve the lives of women globally, fostering independence and empowerment. These actions uplift communities and advocate for a world where more individuals can live with dignity, creativity, and choice.
CHANEL reminds the world that true beauty lies in the freedom to shape a life that reflects our innermost dreams.
Freedom. The spirit of CHANEL.
Gabrielle “Coco” Chanel, Paris, May 30, 1929. Photograph by Sasha (Alexander Stewart).
For this, my would-be first ready-to-wear collection for CHANEL, I focused on celebrating the spirit of freedom with designs that emphasize simplicity and versatility. The collection features clean lines and minimalistic silhouettes, creating pieces that are both easy to wear and effortlessly stylish. Bright colors dominate the palette, symbolizing the joy of a new beginning and the vibrant freedom that comes from clothing designed to move with you. This collection draws inspiration from Mademoiselle Chanel's early designs in the 1910s and 1920s, capturing the fresh, liberated spirit of her first collections that broke away from restrictive fashion norms. Each piece pays homage to her legacy of independence and elegance, reimagining her timeless vision for today's woman.
Her vision of elegance and freedom belongs to every woman. By presenting this collection on a diverse cast, the collection will reflect the inclusivity and universality of the CHANEL ethos, celebrating the individuality and beauty of all women. This approach will not only enhance the visual power of the show but also reinforce the message of a fresh beginning-one rooted in representation, unity, and the timeless belief that true style is for everyone.
My Sketches of the theoretical Collection
Please keep in mind, these are just the silhouettes and colors. I ask you to use your imagination to envision these pieces in truly beautiful textiles. Sumptuous cashmeres, heavy jerseys, beading, sequins, and other 3 dimensional embroideries, monochromatic tweeds, and leather.
Show Set of the theoretical Collection
One of the best things about Chanel shows is the venue and decor. The clothes can be seen on the website, social media, in advertisements, and in stores. But none of those spaces ever look quite as magnificent as a well-designed show and stage. So if it were my decision, I'd launch my first collection at the Grand Palais, in an all-black setup. The stage, the stadium seating, the backdrop... all black. Then I'd place the interlocking Cs on the back wall, also in black, but raised so they had definition. The models in their bright colors would parade around the simple set with smiles on their faces and exuberance in their gestures. At the end of the show, the back wall would part in two, revealing an entire sky full of fluffy clouds. On top of the clouds, the models would stand, showing their complete freedom from the world.
I have a few ideas for the soundtrack, but I'll keep those to myself as a special secret to hold on to.
UPDATE
AI Renderings of the theoretical Collection
It’s September of 2026, and I’m revisiting these designs to see what they'd look like if I put them through ChatGPT. After giving the app specific instructions and doing some post-download edits myself, here are a handful of the designs in more realistic imagery. I tried some of the more complicated designs, but it took too long to get them just right, so I figure, maybe I'll revisit them another time.
There are two other collections, but I’m holding those back for now.
After all, you never know who might call. ◡̈
