Last month, French luxury fashion brand Chanel included plastic sneakers for the very fist time in the history of the Paris Haute Couture Fashion Week. The fashion show was a statement in the history of fashion, completely new and bold!
Chanel has gone one huge step further with its Fall-Winter Ready-To-Wear AW 2014-15 Collection show in Paris, by hosting its catwalk show in a supermarket set-up.
Models walking the runway with luxurious supermarket baskets, on the backdrop of groceries etc.
Lagerfeld ironic take on luxury is surely going to attract atttention, not only for the intrigue but also redefining luxury lifestyle.
But even in the supermarket and with sneakers Chanel products will be any cheaper or distributed more widely. The indirect message that Chanel sends is aimed at bringing back the must-have total look.
This is a very smart way to demonstrate to all channel consumers that is important have a total look and we can use a sneakers with par of leggins and maintaining a luxury lifestyle stance.
The luxury fashion and accessories sector has been losing out to the anti-luxury brands, luxury lifestyle being redefined by mix & match – wearing a Zara T-Shirt with an Hermes handbag. Chanel’s new approach is a signal a revival of the luxury fashion and accessories sector, which has been seeing slower growth accross all markets in the past year. Mention should be made that Chanel’s new product development is not to be associated or mistaken with affordability! Rihanna is a fashion icon and a fan of this extravagant fashion brand, she loved the fashion show and play with his friend Cara Levine.