Chanel innovated in Paris Fashion Week Show by transforming the runway into supermarket. Chanel Shopping Center provided the backdrop for Chanel’s 2014/15 Fall-Winter Ready-To-Wear collection. The sprawling supermarket, constructed for the occasion beneath the glass roof of the Grand Palais, made for a tongue-in-cheek setting that evoked the consumerist culture imagery of Pop Art as well as the concept of easy everyday luxury. More than 3,400 guests browsed shelves stocked with goods renamed and packaged especially for the show Chanel-branded beverages, groceries, fresh produce and home improvement supplies – before taking their seats as the 79 models began their sweep through the aisles. As well, all the food and products are donated to charities.
Karl Lagerfeld’s collection resonates with his resolutely modern take on the Chanel vocabulary, electrified by a distinctly urban vibe. Sneakers are the footwear of choice, paired with blazers, dresses and coats, and in knee-high lace-up boot hybrids; the models, freed from heels, had a definite spring in their step.
I really find it interesting to use Supermarket theme to promote their products at Paris Fashion Week Show.