Virginie Viard takes us on a summer trip to the Mediterranean Sea, staging Chanel’s Cruise 2025 presentation in the city of Marseille. “Marseille is a city that puts me in touch with my emotions. I tried to capture its power of attraction, its breath of fresh air, and to convey the energy that reigns there. And you couldn’t ask for a better backdrop to a runway show than the Cité radieuse,” said Viard in a statement. Drawing inspiration from the beauty of the ancient city and the architectural finesse of the show venue, Viard presents a collection that combines the intersecting crossroads of contemporary cultures. “The sun, architecture, music and dance: Marseille also has a very strong sense of freedom. I was inspired by the codes of lifestyle, of everyday life and by all the things that invite movement. The sea and the wind made me want to play with wetsuits,” she explains.

Taking a deep dive into nature’s bountiful offerings, the collection brings us on an underwater journey featuring charming embroideries of fishes, fishing nets, shells and shellfish that punctuate dresses, suit jackets, T-shirts and little vest tops. Back on the surface, grid motifs and striking colour palettes embellish skirt suits, twinsets, jackets and pockets while timeless colours of black and white take on refreshing silhouettes styled with glossy patent shoes or casual flip-flops with platform soles. Elsewhere, bloomers, briefs and swimsuits, accompanied by airy lace and delicate patchworks of broderie anglaise underscore the collection’s summery vibe.