Chanel

May 2024

Chanel continues to define the pinnacle of luxury fashion with the Métiers d'Art 2024 ad campaign, a project that masterfully bridges the gap between heritage craftsmanship and contemporary visual storytelling. Under the creative direction of Virginie Viard, the campaign centers on the intricate textile quality of the brand’s signature tweed, presenting a collection that feels both timeless and urgent. Photographer Mikael Jansson employs a rigorous editorial minimalism to frame this vision, utilizing studio strobe lighting to isolate subjects against saturated, monochromatic backdrops that allow the tactile weave of the fabric and the house’s iconic hardware to take center stage. Through a series of dual-panel compositions and striking portraits, Jansson captures the models—Lulu Tenney, Loli-Bahia, and Alaato Jazyper—with a cool, neutral directness that emphasizes the structured silhouettes of the garments. The use of high-key lighting and clean, graphic layouts creates a polished, cinematic aesthetic, reinforcing the campaign’s status as a quintessential commercial showcase. By juxtaposing black-and-white portraits with vibrant, color-blocked imagery, the project highlights the versatility of Chanel’s design language while grounding the collection in the elevated, precise art of the studio portrait. It is a masterclass in fashion branding, where every pearl accessory, camellia brooch, and quilted detail is treated with the reverence of a work of art, ensuring the Métiers d'Art legacy remains synonymous with unparalleled, sophisticated elegance.

Editorial, Commercial

Studio strobe

Luxury Fashion Houses, Fashion