Unveiling the Legacy: Matthieu Blazy's Chanel Debut at Villa La Pausa
In a captivating move, Chanel's creative director, Matthieu Blazy, chose an iconic setting for his inaugural campaign - the very villa where the brand's founder, Coco Chanel, found her happiness. But here's where it gets intriguing: this historic mansion, nestled on the French Riviera, holds more than just memories.
Gabrielle 'Coco' Chanel, the visionary behind the house, built Villa La Pausa in 1928, and it soon became a haven for creative minds. Artists, filmmakers, and writers like Salvador Dalí, Luchino Visconti, and Colette were frequent guests, creating an atmosphere of artistic freedom and collaboration.
The spring 2026 campaign, masterfully captured by photographer Alec Soth, transports us back to this vibrant era. It features models Awar Odhiang, Bhavitha Mandava, Loli Bahia, Aditsa Berzeniia, and Marta Freccia, who bring to life the relaxed elegance of Chanel's vision. The recently restored villa serves as the perfect backdrop, with its various rooms providing a unique stage for the collection.
Joining this ensemble are Trinidad Castaño, Waleska Gorczevski, Noor Khan, Latahlia Hickling, Josephen Akuei, Xiuli Jiang, and Cathy Simmons, each bringing their own unique energy to the campaign.
Odhiang, who memorably closed Blazy's first show with an impromptu dance, and Mandava, who went viral for her opening at the Chanel Métiers d'Art show in a New York subway station, are the stars of this campaign. Their playful poses, from leaping down stairs to lounging on Chanel's bed, capture the essence of freedom and movement.
And this is the part most people miss: the campaign also pays homage to Chanel herself. One image, featuring a model posing in an olive tree, echoes a series of black-and-white photos of Coco Chanel climbing the same tree with her friends. It's a subtle nod to the founder's playful spirit and her connection to nature.
The French house describes this campaign as a dialogue between Blazy and Chanel's legacy, focusing on their shared aesthetic of blending masculine and feminine elements. From androgynous tailoring to richly embellished day and evening wear, the collection is a celebration of love, freedom, and self-expression.
"It revolves around love, freedom, and movement," Chanel said, emphasizing the playful and inventive nature of the collection. "Everything is designed for play, for layering, and for creating one's unique style."
The collection will be available in Chanel stores from March, inviting fashion enthusiasts to embrace this conversation between past and present. And for those who want to delve deeper into the history of Villa La Pausa, a 350-page coffee table book, "La Pausa: The Ideal Mediterranean Villa of Gabrielle Chanel," published by Flammarion, is a must-have.
