CHANEL made history as the first European luxury brand to stage a fashion show in sub-Saharan Africa, unveiling its Métiers d’Art collection on Tuesday as part of a three-day program of cultural events in the capital of Senegal.
Peak, who joined as brand ambassador last year, said it was only her second Chanel show. “I was very excited and honored to be a part of this because I was born in Uganda, I consider Africa my home,” she said.
Bruno Pavlovsky, president of fashion and president of Chanel SAS, said the brand was conscious that it needed to come with a new approach, especially in the wake of the coronavirus pandemic, which put destination shows on hold for several years. Likewise, the brand plans to work with local organic cotton producers as part of its global efforts to secure raw materials as it shifts to an increasingly sustainable offering. Similar initiatives are already in place in India, Egypt and Peru.
“I’ve gone to many Chanel fashion shows. It’s been almost 10 years so I haven’t seen it all, but I thought I had, and I’ve got to tell you, this by far has had the most amazing fashion sense in terms of attendance, the best-dressed audience,” Williams declared.at the helm of the brand in 2019.
While the collection was produced entirely in Paris, the cast featured 19 African models, including a dozen from Senegal. But even though Chanel has plenty of customers from West Africa, Pavlovsky said it would be “premature” for the brand to open a store in the region. “It turns out that Marie also has a history with Senegal which is complex, but very powerful,” she said of the author, whose father is Senegalese but who considers herself entirely French. “I think for her, coming to Dakar was a powerful gesture, perhaps also a way to reconnect with part of her history.”
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