’70s Meets ’20s Nostalgia

Fashion often looks back during uncertain times, and the early 1970s was no exception. Nostalgia took centre stage, sparking the Glam Rock era, David Bowie’s androgynous allure, glittery platforms, and languid maxi dresses. Virginie Viard captured this spirit beautifully in Chanel’s latest collection, blending the “crossroads of the ’70s and the ’20s” on the boardwalk at Deauville.

Viard dressed her models in oversized straw sun hats with turned-back brims, suede platform boots, and maxi silhouettes—evoking Bowie’s magnetism and the timeless elegance of stars strolling on the beach. Under the digital projection of Deauville’s sandy shore, her collection channelled Gabrielle Chanel’s revolutionary designs from the 1920s and Karl Lagerfeld’s retro influences of the ’70s.

The standout pieces included state-of-the-art knitwear, belted cardigan suits, and chiffon prints that balanced chic and ease. For the first time, Viard seamlessly bridged Chanel’s legacy with the needs of modern women.