Hollywood celebrity Kristen Stewart is the face of French fashion house CHANEL spring/summer ready-to-wear campaign, which focuses on personal evolution and transformation. It showcases how fashion can impact one’s confidence and desire to start fresh every day.
Virginie Viard, Artistic Director of CHANEL’s fashion collections, says Kristen Stewart reminds her most of Gabrielle Chanel. “She is also an actress who is very loyal to Chanel, she has a very special relationship with the House. She understands CHANEL clothing so well.”
Viard outlined that the new collection pays homage to CHANEL classics with new modern alterations. Chanel’s emblematic color duo of black and white is magnified in a silhouette full of contrasts; the iconic tweed suit is revisited in new proportions – combining a short jacket with a low-waisted pencil skirt in raspberry pink tweed; and the thigh-high boots in fishnet and patent leather adorned with bows offer a new variation on the two tone shoes. The Artistic Director said the CHANEL allure is interpreted by Kristen Stewart within an innate grace.
Dalia Strum, founder of ReThink Connect and professor at The Fashion Institute of Technology, New York, said it emphasizes a mindset shift that encourage finding a balance between masculine and feminine energy, irrespective of the outcome of the previous day. She pointed out that personal evolution was chosen as the central theme in the campaign as it aligns with the values of modern luxury consumers. Strum believes that today’s consumers are looking for products and experiences that align with their personal growth and values.
The Chanel campaign’s focus on personal evolution resonates with this desire. Strum said transformation is communicated through the visuals of the campaign, which showcase changing scenery and a variety of outfit choices.
