'Next destination': Chanel looks ahead to its cruise show in Deauville

A short video titled 'Next destination.' appeared on Chanel's YouTube channel last week. The house's next stop is already set: Chanel will show its Cruise 2027/2028 collection on 27 April 2027 in the Normandy seaside resort of Deauville. For creative director Matthieu Blazy, who joined Chanel in 2025, it is his second cruise collection; he presented the first in Biarritz.

The choice has historical roots. According to nss magazine, Gabrielle Chanel's partner Boy Capel rented a shop between the casino and the Hôtel Normandy in summer 1913, under a sign reading 'Gabrielle Chanel'. There she turned jersey, until then used mainly for men's underwear and sailors' clothing, into corset-free silhouettes. A plaque on Rue Lucien-Barrière marks the spot today; Chanel no longer has a boutique in Deauville.

Bruno Pavlovsky, president of fashion activities, called the first presentation of Gabrielle Chanel's fashion in Deauville 'a turning point in the history of the Maison', FashionUnited reported. 'We look forward to discovering Matthieu Blazy's perspective on this location,' he said. Chanel has also been an official partner of the Deauville American Film Festival since 2019.