The French luxury fashion house Chanel has decided against distant travel destinations. These are often chosen by luxury brands for their cruise shows. Instead, the company preferred a local area. Biarritz will host the Resort 2026/27 collection show on Tuesday, April 28, 2026. This goal is of historical importance for the brand.
New Cruise Collection in Biarritz; A historical anchor
The choice of Biarritz is not accidental. This was emphasized by Chanel’s President of Fashion, Bruno Pavlovsky. “Biarritz occupies a fundamental place in the history of Chanel,” explains the fashion boss in a press release. “We are very pleased. Creative Director Matthieu Blazy has chosen this destination, which is so dear to the Maison. He will present his first vision of the Cruise collection there.”
The city of Biarritz was also home to the first address of the Chanel ateliers. Gabrielle Chanel set up her first couture maison in the Villa de Larralde in 1915. This came after the success of her boutique in Deauville. The location included a boutique and a studio to present their collections. According to media outlet Women’s Wear Daily (WWD), the company is currently renovating the villa. This is part of the historic site restoration program.
The image of Biarritz as a seaside resort popular with surfers harmonizes with a ‘free and sporty spirit’. It played a crucial role in developing the founder’s creative vision. A Chanel perfume also bears the name ‘Paris-Biarritz’. Blazy wants to return to this anchoring.
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