Everything to know about Chanel’s Spring 2024 Couture Show
In a show where "transmission" was a focus, Chanel presented a couture vision for the next generation of the maison
A hunt was underway for a missing button at Chanel’s Spring 2024 couture show. The proceedings began with the screening of The Button, a short film written and directed by Dave Free, with music by Kendrick Lamar. It starred Margaret Qualley who, in search of a replacement button for her Chanel tweed jacket, travels to Chanel’s headquarters to meet the head designer (played by Anna Mouglalis). There, she learns the designer made this exact jacket for Qualley’s grandmother.
As the film faded to black, an enormous button shaped like a UFO descended from the ceiling, and at the same moment, Qualley appeared, transplanted from the screen to the runway. She opened a show that was coherent from look one to look 56. As the women walked, a silhouette emerged: playful, feminine, short dresses or skirts, paired with opaque, shimmering white tights and black heels. There were tulle tops, skirts, sleeves and trousers, and much of the collection sparkled – the combination of which felt like a glamorous figure skating spectacle. The color palette was firmly pink, black and white. The models were youthful and fancy-free, walking impeccably to a soundtrack that included Chilly Gonzalez’s “Knight Moves.”
The theme of transmission articulated in the video was there on the runway, in the pure youthfulness of it all. This was a vision of the next generation of the maison. It was not your grandmother’s Chanel.