Chanel Picks Deauville for Matthieu Blazy’s Next Resort Presentation
Chanel will hold its cruise 2027 runway show in Deauville on April 27, with Matthieu Blazy presenting the collection. The Normandy resort is historically significant because Gabrielle Chanel opened her first ready-to-wear shop there in 1912. The house has also partnered with the Deauville American Film Festival since 2019.
Chanel will present its cruise 2027 collection in Deauville on April 27, with Matthieu Blazy designing. The Normandy resort is central to the house: Gabrielle “Coco” Chanel opened her first ready-to-wear shop there in 1912. Bruno Pavlovsky, Chanel’s fashion president, called it a foundational place and said Blazy’s second cruise collection will reflect his view of it.
Chanel has partnered with the Deauville American Film Festival since 2019. Its fall 2024 show recreated the town’s boardwalk, and an accompanying campaign featured Penélope Cruz and Brad Pitt, nodding to a French film shot there. Blazy’s first resort show, after becoming creative director in 2024, was in Biarritz.
Chanel’s Deauville presentation may draw global fashion media and visitors to Normandy, potentially benefiting local hospitality, retail, and cultural tourism around the event. It could also strengthen the house’s narrative around heritage and place, influencing how other luxury labels stage resort shows. For audiences, the coverage may amplify interest in French coastal style and the long-standing links between fashion, film, and seaside resorts, though the direct economic effects are likely concentrated and short-term.