CHANEL harnessed the spirit of the villa Noailles for a stellar campaign

CHANEL‘s history is forever entwined with that of the villa Noailles, situated in Hyères, at the South of France. It stems from a century of friendship, patronage, and shared passion for art and craft. As such, this season’s campaign was orchestrated in the villa’s garden and pink room, and captured on camera by frequent CHANEL collaborators Inez and Vinoodh.

Image courtesy CHANEL

The CHANEL Spring-Summer 2024 RTW Campaign is deeply inspired by the villa Noailles. From the graphic checks and bold stripes nod to the architecture’s modernist lines and cubist chequered garden, its influence is clear. The prints and embroidery used also celebrated the vibrant florals that were abundant in the beautiful grounds.

Rianne Van Rompaey wears a matching neoprene jacket and trousers sporting tones of rose, orange, blue, and red in the pink room. The iconic double C motif is given due prominence, with its dance among the bold florals highlighted by its surroundings. Moving to the garden, Rianne wears three ensembles – a cotton lace coat with multicoloured painted florals and jewelled buttons, paired with matching trousers and ornate jewellery; a skirt suit in white sequinned guipure lace; and a graphic striped belted cardigan in pastel-hued cotton, matched with a checked gilet in pink and black wool tweed, and checked bermuda shorts in black.

Image courtesy CHANEL

“To me, the CHANEL woman moves with a strong sense of self and purpose for her life. She is driven by a combination of nostalgia, for the rich history of the House, and modernity, from always looking to the future….I love how Virginie used the flowers of the garden of the Villa Noailles to inspire the floral prints. These details and inspirations make the clothes come to life, and you are immediately transported to another place.”

– Rianne Van Rompaey, CHANEL model

Inside the villa, we see Riley Keough wearing sparkling accessories like rings and cuffs. Her outdoor outfit was a floral dress with a matching cape in fantasy cotton lace; a jacket and skirt in black sequinned guipure lace, over a crisp white swimsuit, nodding to the villa’s famous pool; and a striped terrycloth jacket in cheerful hues of pink, black, blue, yellow and green.

Image courtesy CHANEL

“When I wear CHANEL, I feel the dedication to maintain a certain level of elegance and artistry that is singular. CHANEL has always seen women as intelligent, free, bold, and sophisticated. And that’s how I feel wearing their clothes….I was extremely inspired by many aspects of this campaign, especially working with Inez & Vinoodh. They are so alive with ideas and able to capture such beauty. The villa Noailles itself evoked a lot of creativity for me. I felt extremely inspired being there: inspired to write, inspired by the landscape and the architecture, and inspired to live a full life. It has a special energy.”

– Riley Keough, CHANEL ambassador

Each look, and each image, conveys a sense of elegance, nonchalance and freedom. The two models perfectly represent the ethos of the villa Noailles and its former inhabitants, amplifying the space with confidence, conviction, insouciance, and joie de vivre. To do the same to every other location in the world, the CHANEL Spring-Summer 2024 Ready-to-Wear collection will be available in boutiques from March

Pranav is a writer and editor who always strives to weave stories and narratives with his words. He has written for multiple publications across a wide variety of beats. A keen opinion enthusiast, Pranav pursues the art of writing balanced pieces that explore every available POV before making his conclusion. In his free time, Pranav rages at his favourite sports teams and practices impressions.