Chanel to Host Métiers d'art 2024/25 Show in Hangzhou

Chanel is gearing up to unveil its 2024/25 Métiers d'Art collection on December 3rd in Hangzhou, marking the brand's first major showcase in China since Virginie Viard stepped down.

Chanel’s Métiers d'Art collection isn’t new to China, though. Way back on December 3, 2009, Chanel launched its Paris-Shanghai Métiers d'Art Collection in Shanghai. Earlier this year, Chanel announced that it would re-stage the 2024/25 Cruise collection in Hong Kong on November 5th. Last year, Chanel held a re-staging of the 2023/24 Cruise collection in Shenzhen.

The location of such a significant show tells us a lot about a brand's story, operations, and strategies.

Chanel’s strategy with its shows in China seems meticulously crafted: the Shanghai show was a charm offensive at the height of China's fashion movement; the re-shows in Shenzhen and Hong Kong tapped into the strong buying power of the Greater Bay Area and the Asia-Pacific; and choosing Hangzhou for the Métiers d'Art debut likely resonates with the theme of "preserving and evolving craftsmanship."

Known as the "Birthplace of Silk" and with Hangzhou brocade recognized as part of China’s intangible cultural heritage, the Yangtze River Delta, with Hangzhou at its heart, is not just a modern urban hub but also rich in refined culture and traditional craftsmanship.

It’s fitting then that Chanel would bring its high craft to Hangzhou, a city steeped in grace and culture, weaving a narrative that blends the East and West, tradition with modernity, fashion with culture—it all aligns seamlessly.