For his AW14 runway show, Karl Lagerfeld created a Chanel supermarket by recoding the labels of an estimated 500 everyday products into ‘Chanelspeak’. The megastore under the sign of the double C offered a glimpse into what Monsieur Lagerfeld believes the everyday Chanel woman is, an everyday woman.
Stating “If you want to look really ridiculous, you go in stilettos in a supermarket.” It makes sense that a Lagerfeld offered only trainers for the AW14 season. But is the everyday Chanel woman really wearing trainers and doing her own grocery shopping?
But leaving the supermarket behind, Monsieur Lagerfeld casts and shoots models Cara Delevingne and Leona Binx Walton in the next most everyday backdrop, the gym. It’s no surprise that the models have been glammed up with luxurious tweeds, quilted leathers and iconic Chanel pearls – this is the man after all that declared “Sweatpants are a sign of defeat. You lost control of your life so you bought some sweatpants”.
Although it’s not exactly gymwear let alone every day wear, this is Karl Lagerfeld’s world, and one that I want to live in.