Matthieu Blazy Returns to Chanel’s Roots With the Cruise 2027 Collection in Biarritz

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Summary

  • Chanel presented its highly anticipated Cruise 2027 collection today in the historic coastal town of Biarritz, France
  • The spectacular show marks the very first time Chanel has staged a runway presentation in the city where Gabrielle “Coco” Chanel opened her inaugural couture house in 1915
  • Under the creative direction of Matthieu Blazy, the collection reimagined the sporty elegance, flowing twead skirts, and clean lines that defined the brand’s liberating origins

Chanel revisited its origins with a stunning show in Biarritz, a place that profoundly shaped Gabrielle Chanel’s vision. In 1915, with the support of her partner, Boy Capel, she bravely expanded her business beyond Deauville and launched her first couture house in the seaside town. Located near the beach, hotels, and casino, the Villa Larralde quickly drew in sophisticated international customers and, crucially, gave Chanel the financial independence she needed to become a powerful businesswoman. More than a century later, Chanel has returned to this pivotal location, celebrating the birth of its enduring style.

More than a hundred years after Chanel’s origins, the brand held its first fashion show in Biarritz, France, at Le Casino Municipal. The Cruise 2027 collection showcased the brand’s classic focus on freedom and independence. While Biarritz is historically significant for Chanel – it’s where Gabrielle Chanel first connected with perfumer Ernest Beaux, ultimately creating the iconic Chanel N°5 – this was the first time the fashion house had ever presented a runway show in the city.

The location was deeply meaningful to designer Blazy, both personally and creatively. Having spent his childhood visiting the Basque Country, he feels a strong connection to the coastal town and sees it as a symbol of complete freedom. The show began with a clear nod to Gabrielle Chanel’s iconic black dress from 1926, which Blazy playfully called the original “revenge dress.” He revisited the initial sketches of the dress, and pointed out a detail often left out of early publications: a large bow at the back. He cleverly reimagined this bow as the clutch bag for the first look of the show.

Chanel famously challenged social norms by inspiring wealthy women to adopt the styles of working-class women. Creative director Matthieu Blazy continued this approach in the Cruise collection, transforming everyday French workwear – like the striped sailor shirt, durable work jackets, and simple cotton suits – into incredibly luxurious pieces. Inspired by the connection between nature and modern life, Blazy rejected rigid fashion rules, creating a collection that felt equally at home in a salon or on the beach. A consistent striped pattern tied the tactile collection together. The show celebrated the simple pleasure of getting dressed (and undressed!), with swimsuits playing a central role. Models showcased flowing silk scarves, rustling raffia skirts, comfortable tweeds, delicate beaded knits, and shimmering, scale-like sequins, evoking a mermaid fantasy. Even Chanel’s famous Double C logo was reinterpreted, used as a design element rather than just a brand symbol.

The accessories highlighted the collection’s blend of different settings. Bags varied from small suitcases and waterproof pouches to oversized striped beach totes and traditional Basque carriers. The shoes were designed for any occasion, letting wearers move seamlessly from a fancy ballroom to the beach, with options ranging from sophisticated Art Deco heels to unique heel caps worn without shoes. The jewelry drew inspiration from both the city’s buildings and the ocean, featuring shell earrings and the iconic Chanel pearl, representing a sense of returning home.

As a huge fan, I was completely captivated by Blazy’s Cruise 2027 collection! It felt like a gorgeous update to the classic, sporty chic that Chanel first made famous along the Atlantic coast. The clothes weren’t just beautiful, they moved – with these really modern takes on Chanel’s signature simple lines, flowing skirts, and comfortable shapes. It really felt like Blazy understood what Chanel was trying to do all along: give women clothes that let them truly live – to dance, swim, fall in love, and enjoy life without worrying about what anyone else thought. It was so freeing to watch!

Le Casino Municipal provided a glamorous yet relaxed setting for the show, blending the easygoing vibe of the French coast with the importance of a major fashion event. A-list guests like A$AP Rocky, Nicole Kidman, Sofia Coppola, and Tilda Swinton were in attendance to see Blazy’s collection, which beautifully celebrated the brand’s history.

Matthieu Blazy’s Cruise 2027 collection beautifully combined Chanel’s history, dating back to 1915, with a modern perspective. He showed that the sense of liberation originally found in Biarritz is still central to the brand. The collection wasn’t just inspired by the past; it celebrated freedom, comfort, and the lasting impact of a truly innovative designer.

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2026-04-29 12:56