Embodying the independence, ease and modernity of CHANEL and its Cruise 2024/25 collection, photographer Jamie Hawkesworth’s campaign captured a series of portraits of model Loli-Bahia in and around Marseille as she surveys the coastline in classic black and white CHANEL lines — which has been reimagined into a scuba diving suit.
Across the images, you’ll get to see the codes of the House which have been reconfigured for the Mediterranean and captures a sense of spontaneity and effervescence which represents the spirit and attitude of the CHANEL woman today: active, energetic and free.
A sporty attitude is reflected in the season’s iconic tweed jackets that appear throughout the campaign. Its silhouette has been reinterpreted with athletic details, with hoods made in sweatshirt, press studs and shell embroideries, and their modernity mirrored by the angular geometries of the urban environment.
This active feel also runs through the rest of the collection, from the cycling shorts in fine leather to denim bermudas embellished with braid like a tracksuit. Even the flat shoes have been reimagined in black patent leather as a tribute to both tuxedo shoes and scuba-wear.
The collection resonates a feeling of escape too; which is seen in pieces such as the iconic 11.12 bag that now comes in luminous pastel tones, a cotton poplin and lace top and skirt, and the straw boater hats.
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