Chanel, an austrian tale through Salzburg’s fashion show, by Karl Lagerfeld

Hello dear readers! Today’s post will be short but I couldn’t resist myself to write about Chanel’s pre-fall show in Salzburg and its related video, both launched the last week.

For Chanel’s Pre-Fall 2015 collection, Karl Lagerfeld and his crew headed to Salzburg. The show has been very popular in the digital ecosystem (like everything that Chanel does), with the Austrian-inspired looks and the runway muses that tie the whole experience together (This does include Karl walking hand-in-hand with Cara Delevingne).

mgluxurynews Chanel metiers d'art salzburgo Cara Delevigne and Karl Lagerfeld mgluxurynews chanel salzburgo metier d' Chanel Metier d'arts Chanel Salzburgo Muses

To promote the Métiers d’Art 2014/15 Paris-Salzburg collection, Chanel focused primarily on the video “Reincarnation” directed by the creative director Karl Lagerfeld and starring musician Pharrell Williams and model Cara Delevingne. This narrative film is based on an Austrian holiday resort that left an impression on Coco Chanel, where she got inspired by the bellboy’s uniform to create the famous Chanel’s jacket.

What I find cool about this campaign is that besides taking celebrities and famous models to generate buzz, the brand has been able of telling us a tale just by picking a moment of Chanel’s history. The experience of the users wouldn’t have been the same if they would have been impacted just by the video or the show, and so Chanel made sure that we could see all the elements.

Here we have another great example of storytelling, and how luxury brands have to carefully create a world of icons and symbols that the consumers can identify easily, cause I don’t know if you noticed… but, do you see any Chanel logo in the video?

xxx M


4 thoughts on “Chanel, an austrian tale through Salzburg’s fashion show, by Karl Lagerfeld

  1. Reblogged this on chroniclesofluxe and commented:
    This is a short film, music video if you will – starring both current faces of Chanel; Music producer Pharrel Williams and Supermodel Cara Delevigne.
    This is the related video to Chanel’s pre-fall show in Salzburg earlier this year.

    I’m so intrigued by Lagerfelds current choice of modern marketing and branding techniques of such an iconic, historic brand with such a rich strategy.

    Largerfeld’s ability to continuelly introduce youthful branding strategies so seamlessly into a brand that has for so long relied solely on it’s heritage to maintain market value, is honestly amazing.

    Since lagerfeld took over as marketing director, the brand has undergone and immense amount of mediamorphesis – including social media campaigns, iphone & android apps.

    I’m really excited to see what lagerfeld comes up with at this years fall show. With a 20yr old supermodel opening and closing the show, we can only expect the unexpected!

    1. Thanks for your opinion! I agree with the revolution that Chanel is living with Lagerfeld.
      I’ve tried to check your blog, but it tells me “Page Not Found”, I’d love to read what you write about!


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