CHANEL AW14

 

Chanel goes boxing this season for the AW14 campaign, featuring IT girl Cara Delevingne and US newcomer Binx Walton. The campaign was shot by Mr Lagerfeld himself, and sees the models standing in a boxing ring lifting weights and wearing Chanel leather jogging pants, jackets and knee high boots, and tweed and pearls in others. In one shot, Binx is even seen to have the infamous CC logo painted onto her head, whilst Cara has tweed plaited through her perfect coiffed hair. Work out gear has never been so chic.

I find Chanel campaigns can be hit or miss sometimes. They are always incredibly conceptual, and perhaps out of the box, with larger-than-life themes- mostly seen on the catwalk. The boxing concept is refreshing and unexpected (especially as the AW14 catwalk show was based around a supermarket theme), but I can’t help think that the typical Chanel consumer is slightly confused as to what’s going on with the brand that’s known for it’s classic, timeless pieces, that attracts chic, upper class ladies with cash to blow.

On the other hand I like where they are taking the brand. The introduction of the sportswear, including the Chanel sneakers that are oh so popular with the IT girls and their Instagram accounts, shows the brand isn’t stagnating, and is successfully able to keep up with the times. The new Boy Bag that is also EVERYWHERE (and is absolutely the most amazing dream of a bag) also caters for this new crowd of young, successful IT girls.

Chanel still haven’t caught up with the social media craze however. They have official accounts, but have tactfully chosen not use these as a tool to market their brand. Social media is an incredibly key aspect to any brand these days, as it’s the perfect way to engage consumers on a personable level, giving brands a voice and personality beyond the confines of the store, website or an ad campaign. Chanel are the elite when it comes to fashion brands, so everyone wants to be in their exclusive club. Having a social media presence opens the brand up to the masses, giving everyday people a chance to have a slice of the brand when in reality there’s no way they would be able to afford a £3,000 tweed jacket or handbag. This is why Chanel have chosen not to be present in the world of social media, and I think it works perfectly for them. Chanel don’t need this extra injection of followers or brand awareness. Imagine Karl instagramming pictures of his breakfast, or perfectly made coffee… It just goes against the brands image! I think Coco would agree.

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