Matthieu Blazy brings us back to where it all began.

In 1915, Gabrielle Chanel opened her first couture boutique in Biarritz, France. More than a century later, it serves as the inspiration for creative director Matthieu Blazy’s Cruise 2027 collection. “Far from the Paris salon, Chanel found in Biarritz different ways of being and seeing, of movement and freedom,” writes Blazy. He channels the energy of the French coastal town into his collection and takes it a step further, inviting guests to come to Biarritz to watch the show, staged in an immersive salon with breath-taking views of the sand and the sea.

Among the guests were Chanel’s newly appointed brand ambassadors, Nicole Kidman and A$AP Rocky, as well as long time friends of the brand, Sofia Coppola, Tilda Swinton, and Marion Cotillard.