The Creative Backdrop of Chanel Spring 2024 Campaign

Coco Chanel's connection to Villa Noailles [IG] is a fascinating chapter in fashion history. That unique relationship is expressed in the Chanel [IG] Spring 2024 ad campaign and also in lush floral prints inspired by the villa itself, located in Hyères, in the heart of the South of France.

This year, the campaign stars actor Riley Keough, named days ago as Chanel’s new ambassador, alongside longtime Chanel muse, supermodel Rianne Van Rompaey.

Villa Noailles was celebrated at Chanel’s Spring 2024 PFW runway show last October. The new campaign by frequent Chanel collaborators Inez and Vinoodh [IG], unfolds in the villa’s garden and its iconic pink room, envisioned as sanctuaries of creativity and happiness for the Chanel woman.

The images portray a dialogue between the villa's architectural elegance and the collection’s designs, capturing the essence of the creative and unconventional woman who was Coco Chanel.

Stylist Valentina Collado chose neoprene jackets with vibrant prints, dazzling accessories, and floral dresses for Keough and Van Rompaey. Chanel’s creative director Virginie Viard’s goal was that each piece and image reflect the villa's history of innovation, resilience, and cutting-edge creativity. / Hair by James Pecis; makeup by Lisa Butler.

Coco Chanel at Villa Noailles

A special 1920s avant-garde culture friendship was shared by Gabrielle Chanel and Charles and Marie-Laure Noailles, a client of Chanel’s couture house. The wealthy art patrons commissioned Robert Mallet-Stevens to build their early modernist Villa Noailles at Hyeres in 1923.

Located in the heart of the South of France, the villa has long existed as a hub for the avant-garde, welcoming luminaries like Pablo Picasso, Jean Cocteau, and others. Chanel's visits to Villa Noailles provided her with a sanctuary where she could interact with other visionaries from different disciplines, fostering a cross-pollination of ideas that would shape her groundbreaking approach to fashion. Surrounded by avant-garde artists, writers, and designers, Chanel found inspiration in the villa's innovative spirit, influencing her iconic designs and revolutionary aesthetic sensibility.

The symbiotic relationship between Coco Chanel and Villa Noailles symbolizes the intersection of fashion, art, and architecture during a time of profound cultural 20th century transformation — not unlike the one happening in our current world, a century later.

Celebrating its 100th birthday in 2023, Villa Noailles focused on Marie-Laure Noailles, with an exhibition devoted to her support of arts, crafts and epoch-defining designers like Chanel.

Chanel’s Support for Hyeres International Festival of Fashion, Photography and Accessories

For almost 10 years, Chanel has been the main sponsor of the Hyeres International Festival of Fashion, Photography and Accessories, scheduled in 2024 from October 10-13. Karl Lagerfeld became its artistic director in 2015, while Viard, who was then his right-hand, chaired that year’s fashion jury prizes for emerging designers.

Initially founded in 1985 to spotlight young promising talent in fashion, the festival has expanded its visionary embrace to include photography and accessories. The result is an enriched cultural tapestry and broadened public appeal, along with an acknowledgement of the cross-connections and design fusion elements that bring these categories together in the design visisions of emerging-talent creatives.

This annual event, opening right after the conclusion of fashion weeks in London, Milan and Paris has grown from a modest gathering into an influential platform that shapes trends, while propelling emerging designers onto the global stage. Kudos to Chanel for their support of this important festival.

Keough and Van Rompaey Chanel Campaign Press Commentary

My admiration for Chanel dates back to my childhood. The charm of Chanel was always prevalent in my upbringing. It is a privilege to now represent the House. It epitomizes elegance and inspiration. The Chanel woman embodies sophistication, elegance, artistic flair, and unwavering integrity. I am deeply inspired by Virginie and the creative community surrounding Chanel. The villa Noailles served as a groundbreaking gathering place for artists to mingle, liberated from conventions and structures. This atmosphere resonates with Chanel, making it fitting that the villa influenced the collection. – Riley Keough

Being part of the Chanel family in this capacity is a privilege. In an industry that evolves rapidly and constantly, having the opportunity to develop a relationship and narrate a story beyond a single season brings me immense joy […] It's remarkable to be in a setting steeped in modern art history. The space exudes an aura of inspiration, and creating something new in a space where countless artists have been before is truly special. I draw inspiration from Marie-Laure de Noailles' tale. I admire her fearless advocacy for artists she believed in, regardless of controversy. Her strength and conviction shine through her life story. And her impeccable taste – what a remarkable woman! – Rianne Van Rompaey