Chanel is on a mission to take us to as many French hot spots as possible with each and every advertising campaign. We were transported to Chenonceau for Pre-Fall 2021, hit the slopes in Megève for Fall 2021 and headed down to a beach in Provence for Cruise 2022. Now the French fashion house brings us along to visit a stunning château in the Marseille countryside for Spring 2022. Inez van Lamsweerde and Vinoodh Matadin return for an eighth time to capture Vivienne Rohner decked out in the Spring 2022 collection which pays homage to Karl Lagerfeld’s iconic Chanel creations from the 90s.
Many members of our forums, however, expected much more. “This campaign doesn’t sell you Chanel, it sells you Stradivarius at best,” critiqued THD96.
“Nothing aspirational about this,” echoed Lola701.
“The production, the photography and even the setting are all quite reminiscent of Karl Lagerfeld’s archival work. And while those campaigns now have iconic status, this one falls rather flat,” added aracic.
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“The vibe is very 1993 or 1994… Give us something new please,” pleaded an underwhelmed kasper!.
Although not everyone shared the same sentiment. “I really like this, it’s bourgeoisie and a bit camp. Gen Z girl told to go and live with her grandmother for the summer instead of partying so borrows all her clothes and decides to do a photoshoot in the garden,” described Kite.
“This is quite good to be honest. It’s very French, very chic, very ‘old’ Vogue Paris,” admitted Frederic01.
“Stunning campaign, the ads remind me of an editorial from Vogue Paris under Emmanuelle Alt,” VogueGirl8910 chimed in.
“As per usual with Inez van Lamsweerde and Vinoodh Matadin and all things Chanel, I am instantly sold,” approved vogue28.
See more from the campaign and join the conversation here.