CHANEL 14A Supermarket | Karl Lagerfeld-era Tweed Jackets and Daily Life【2014 FW】 | INTL

During Karl Lagerfeld’s era, CHANEL Fall Winter 2014 (14A) asked how luxury clothing would look in the most ordinary setting, transforming the Grand Palais into the “Chanel Shopping Center”. The set tested how luxury clothing reads when surrounded by the visual language of ordinary shopping.

CHANEL 14A builds a supermarket with more than 500 products

More than 500 packages resembling food and household goods received CHANEL-style names and graphics. The brightness recalls Pop Art and mass-display photography, treating clothes and everyday shopping with humour.

The full show captures models moving like shoppers and the moments when clothing merges with the colours of the shelves.

CHANEL tweed jackets become clothes made for movement

Body-following shapes, divided panels and corset-like zip details define the waist, while trainers lead into boots at ground level. The newness of 14A lies in presenting precise tweed as active everyday clothing.

The detail film brings the zips, trims and connection between footwear and clothing into close view.

Salad green, carrot orange and beetroot pink

Muted tweed is interrupted by salad green, carrot orange, beetroot pink and lemon yellow. Buttons recall tins, and even the 2.55 bag appears wrapped like a packaged product, keeping pink from reading as sweetness alone.

The impressions film shows how models and guests experienced the enormous store-like set.