After "Lord Of Buddha", Chanel Succeeds As The Creative Director To Complete The New Series Independently.

In May 3rd, the French luxury brand Chanel (Chanel), the new creative director of Virginie Viard, released the first 2019/2020 series of early spring holidays in Paris, The Grand Palace, which was created by her independent Chanel.

The Chanel 2019/2020 early spring vacation series conference site was arranged into a college style railway station, meaning "the promise of an adventure (commitment to an adventure").

The models walked on the platform, displaying 79 sets of shapes.

In this series, Virginie Viard uses the Chanel classic elements of rough and set, and adds a bow to the shirt, belt and skirt. The femininity is more prominent.

Over the past 30 years, Virginie Viard has been working hard as a creative director of Chanel, a German fashion designer, and Karl Lagerfeld, the right-hand man who worked hard in the studio.

Chanel fashion President Bruno Pavlovsky interviewed in the big show stressed that the new creative director Virginie Viard now needs to "fly with her wings, and put her understanding and perception of the brand into the design of Chanel."

He used "excitement and pressure" to describe the mood of the whole Chanel team before the press conference.

Bruno Pavlovsky said that he and Virginie Viard are continuing the work that Karl Lagerfeld has not done. Meanwhile, Virginie Viard realized that he had to open a new chapter in the brand: "Karl left us with both a challenge and a generous gift, giving us full freedom to imagine the future of Chanel, and to continue to write a strong brand story.

This is a natural continuation. We are ready to combine the brand legend with the contemporary aesthetics. This is the direction of Virginie Viard's future efforts. "

Bruno Pavlovsky introduced how Karl Lagerfeld instruct members of the Chanel team to reflect on the significance of the brand after every quarter.

Therefore, he believes that Virginie Viard will not rely too much on the experience of the past Chanel, but will make bold changes, and add her own style on the basis of the Chanel style created by Karl Lagerfeld - "a little more feminine style".

For example, in March 5th, Chanel released the last Karl Lagerfeld's Gao Ding series, the outside world has already seen some shadow of Virginie Viard design style in the work.

In addition, Bruno Pavlovsky revealed that Virginie Viard will speak out when the time is ripe.

"It may be summer, but the time is up to her to decide. She needs time and confidence."

Bruno Pavlovsky admits that Virginie Viard, as a successor to Karl Lagerfeld, needs tremendous pressure. She needs to keep pace with her efforts and build confidence and focus on design. Before that, the company will give her full protection.

In June 20th, a commemoration of Karl Lagerfeld will be held at The Grand Palace in Paris for more than an hour.

Bruno Pavlovsky revealed that although the time schedule is relatively tight, every participant has a high regard for Karl Lagerfeld.

The theme of the commemoration is not to recall the identity of Karl Lagerfeld as the three brand creative director of Chanel, Fendi and Karl Lagerfeld, but to tell the world everything about himself, "who he is, what he loves, what gives him extraordinary energy and so on."

In February last year, Chanel announced the acquisition of a minority stake in Farfetch, a British fashion firm, aimed at promoting digital services in stores.

Turning to the brand's digital innovation strategy, Bruno Pavlovsky said Chanel's new store at 19 Kang Po Street, Paris, will test the new digital innovation plan, and will announce more details in a few weeks.

The project will go on trial for several months next month and will be put into operation after that.

In addition, Bruno Pavlovsky revealed that Chanel recently performed well in the new flagship store in Seoul, Korea. Meanwhile, the Mademoiselle Priv e (Chanel exhibition) held in Shanghai also received positive feedback from the media and social networks.

Under the continuous interference of the French yellow vest campaign, Chanel has been forced to close in the next six to seven weeks on Saturday.

Bruno Pavlovsky believes that its negative impact is not only on the turnover of stores, but also on customer services.

He said, "our customers are very busy. Although we are not open on Saturday, we will switch to late Sunday or evening, but many customers can not arrive at the store as scheduled, which is a great loss to us."

He believes that although the negative impact of the yellow vest campaign on an international brand is relatively small, Paris is a very important luxury shopping mall, and the yellow vest campaign has severely damaged its tourism retail business.

Speaking of several major projects in recent Chanel, Bruno Pavlovsky said they were not affected by the yellow vest campaign, and the project was carried out smoothly.

Recently, Bruno Pavlovsky launched a series of cross-border cooperation between Chanel and American male singers and fashion idol Pharrell Williams.

He said that previous cooperation between the two sides included marketing promotion, CO shooting films and launching joint sneakers.

Bruno Pavlovsky believes that this cooperation has expressed the views and attitudes towards Chanel brand.

But this does not mean that the company has plans to invite more "Pharrell Williams" to join together. This is not the intention of cooperation.

He said: "our goal is to work with people we love, and Chanel will not enter an era of seeking cooperation everywhere."

Author: Liu Jun