Virginie Viard’s beach-ready collection was inspired by the modernist Villa Noailles in the South of France.
Coco Chanel pretty much wrote the book on French girl style. The designer was the first to popularize the sailor top and is credited with inventing both the Little Black Dress and the modern-day tweed jacket.
Viard doesn’t take her inspirations too literally, so there was not much of a retro theme to her lineup. Instead, she focused on the essence of what Chanel and her circle stood for: a sense of freedom that was reflected in designs that could easily walk off the catwalk and onto the street — or better still, the beach.
At Chanel’s 19M campus, Viard has some of the world’s most skilled specialty studios at her fingertips, and she made full use of their craftsmanship with items like a tweed suit in a grid pattern inspired by the Cubist checkered gardens at Villa Noailles, a Bauhaus-inspired villa designed by architect Robert Mallet-Stevens.
The cultural aura around the brand gives it added cachet. Chanel not only sponsors leading institutions such as the Paris Opera, but also fosters emerging talents. At the upcoming Hyères International Festival of Fashion, Photography and Accessories, held annually at the Villa Noailles, it is extending its support to encompass the main photography prize.
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