There’s an invigorating simplicity to Chanel’s Cruise 2024/25 campaign. Captured by Jamie Hawkesworth’s lens in the rugged and radiant landscapes of Marseille, model Loli-Bahia embodies an independent and modern spirit that feels as fresh as a sea breeze. It’s Chanel, but with a sporty twist — a nod to Mediterranean life and motion.
The campaign reimagines Chanel’s iconic elements for a more active, adventurous woman. It’s not every day you see the brand’s timeless black-and-white lines woven into scuba suit silhouettes or cycling shorts. This collection takes classic Chanel staples — tweed jackets, the 11.12 bag, and flat patent leather shoes — and reinvents them with a light, energetic edge. The tweeds are particularly eye-catching, with athletic upgrades like hoodie hoods, sweatshirt-inspired press studs, and shell embroideries, injecting a bold urban geometry into the elegance.
There’s a sense of escapism here too, brought alive through pastel tones and lightweight textures like cotton poplin and lace, balanced by a hint of nostalgia in straw boater hats, a favourite of Gabrielle Chanel herself. The effect is carefree and youthful; Loli-Bahia sports these hats and pastel shades with a nonchalance that feels both luxurious and spontaneous.
In this campaign, Chanel is crafting an attitude. It’s a collection as much about living freely as it is about classic style — consider it a passport to the new, vibrant Chanel spirit.
The Cruise 2024/25 collection lands in Chanel boutiques this November. Find out more here.
photography. Jamie Hawkesworth
words. Gennaro Costanzo
