Imagine stepping into the very heart of Coco Chanel's personal sanctuary, a place where creativity and freedom once bloomed! For his inaugural campaign as Chanel's creative director, Matthieu Blazy has whisked us away to La Pausa, the enchanting villa on the French Riviera that Gabrielle Chanel herself cherished as her happiest retreat. This isn't just a photoshoot; it's a journey back in time to an era of unbridled artistic expression.
Gabrielle Chanel, a visionary in her own right, built this magnificent house in 1928. It quickly became a vibrant hub for some of the most celebrated minds of the time, welcoming luminaries like the surrealist painter Salvador Dalí, the acclaimed filmmaker Luchino Visconti, and the brilliant writer Colette. La Pausa was more than just a home; it was a muse.
Now, for the Spring 2026 campaign, captured through the lens of photographer Alec Soth, this spirit of carefree artistry is being rekindled. The images showcase models, including Awar Odhiang and Bhavitha Mandava, in various sun-drenched rooms of the recently revitalized villa. They're joined by Loli Bahia, Aditsa Berzeniia, Marta Freccia, Trinidad Castaño, Waleska Gorczevski, Noor Khan, Latahlia Hickling, Josephen Akuei, Xiuli Jiang, and Cathy Simmons, creating a beautiful tableau of modern muses in a historic setting.
But here's where it gets particularly interesting... You might remember Awar Odhiang from her memorable, impromptu dance down the runway at Blazy's debut show, a moment that perfectly encapsulated freedom and movement. And Bhavitha Mandava? She went viral for her striking appearance opening the Chanel Métiers d’Art show in a New York City subway station! These models bring a dynamic energy to the campaign, mirroring the villa's lively past.
The models are depicted in dynamic poses: leaping down grand staircases, relaxing on Chanel's own bed, and even playfully interacting with an ancient olive tree in the courtyard. This courtyard scene is a direct nod to iconic black-and-white photographs of Coco Chanel herself, joyfully climbing the very same tree with her friends, including art dealer Pierre Colle and socialite Audrey Field. It's a beautiful echo of past and present.
Chanel describes this campaign as a continuation of a profound "conversation" between Blazy and Coco Chanel. This dialogue is rooted in their shared appreciation for a masculine-feminine aesthetic, a seamless blend of androgynous tailoring with exquisitely embellished daywear and evening gowns. It's about a modern interpretation of timeless elegance.
As Chanel themselves put it, the collection "revolves around love, freedom and movement." The vision is for pieces that are meant for "playing, layering and inventing. For composing one’s own language." This speaks to a personal and expressive approach to fashion, encouraging individuality.
The collection is set to grace Chanel stores starting in March. And for those captivated by the magic of La Pausa, the villa itself continues to be a beacon of creativity, now hosting artist residencies and special events. Its story is also immortalized in a lavish 350-page coffee table book, "La Pausa: The Ideal Mediterranean Villa of Gabrielle Chanel," released last September by Flammarion.
And this is the part most people miss... While the campaign celebrates a harmonious blend of styles, some might argue that the very act of recreating historical aesthetics, even with a modern twist, risks diluting the original revolutionary spirit of Coco Chanel. What do you think? Is Blazy's homage a true continuation of Chanel's legacy, or does it lean too heavily on nostalgia? Share your thoughts in the comments below!
