Chanel will present its Cruise 2027/28 collection in Deauville, with Matthieu Blazy choosing one of the most important places in the maison’s history for his second Cruise show. Gabrielle Chanel opened her first Deauville boutique in 1912 and began selling her first fashion pieces there the following year, introducing the jersey sportswear, masculine references, and freer way of dressing that would become central to Chanel.
After taking his first Cruise collection to Biarritz in 2026, another formative Chanel destination, Blazy continues tracing the maison back to the places where its codes first took shape. Deauville, with its racing, seaside life, and Belle Époque society, was where Chanel’s early idea of modern elegance began to emerge.