The Runway Rundown: Chanel's SS24 Couture Show Was An Ode To The Chanel Jacket
Virginie Viard enlisted the help of Margaret Qualley, Naomi Campbell and Kendrick Lamar to celebrate the iconic Chanel jacket.
For the second day of Paris' SS24 Couture Fashion Week, the fashion world's eyes turned, once again, to the Grand Palais for Chanel's latest offering.
From creative director Virginie Viard's vision for the set, through to leading lady Margaret Qualley's latest saunter down the runway, let's run down exactly what happened.
The Video
To tease the upcoming couture show, Chanel released a three minute video titled The Button. Starring Margaret Qualley, Naomi Campbell, and Anna Mouglalis, the short film sees Qualley lament losing a button from her treasured Chanel jacket. Written and directed by Dave Free, and scored by Kendrick Lamar, The Button hints at the then-upcoming couture show's embrace of the historic fashion house's iconic tweed jacket.
The Leading Lady
Margaret Qualley was undoubtedly the star of the runway, as the actor and former dancer lead the parade of models closing the show. Dressed in white, opaque tights, a neck ruff, and, of course, a bouclé jacket (complete with missing button), Qualley lent her leading lady charisma to the couture show.
Qualley is a longtime friend of Chanel, having worn the brand to the Met Gala in 2023 and 2021, and being a Chanel bride in a 2021 couture show.
The Setting
Back at the Grand Palais, creative director Viard emphasised the missing button, and by extension embraced imperfection itself, by setting the runway under a giant Chanel button.
'Beauty within the imperfections of time', is the slogan of the show.
The Front Row
As ever, Chanel invited the most graceful and stylish to sit front row at its show. Chanel devotee Lucy Boynton made an appearance in a delightful tweed coat, rubbing shoulders with short video star Naomi Campbell and fellow actor Bel Powley.
The Jacket
The renowned Chanel suit jacket was seen in many forms on the Couture SS24 runway, from black, tweed and hip length, to pink, tulle and cropped. Paired with mini skirts and white hosiery, now is the time to invest in the timeless piece of design, if you haven't already of course.
Daisy Murray is the Digital Fashion Editor at ELLE UK, spotlighting emerging designers, sustainable shopping, and celebrity style. Since joining in 2016 as an editorial intern, Daisy has run the gamut of fashion journalism - interviewing Molly Goddard backstage at London Fashion Week, investigating the power of androgynous dressing and celebrating the joys of vintage shopping.
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