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  • Chanel is out to prove that heritage needn’t mean ‘out of touch’
  • Chanel is out to prove that heritage needn’t mean ‘out of touch’
    Chanel (2012) ©
CASE STUDY

Inside CHANEL: luxury storytelling

Luxury and digital are no longer anathema. Chanel’s new microsite rewards visitors with unprecedented self-disclosure, proving that ‘heritage’ needn’t mean ‘out of touch’.

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Luxury and digital are no longer anathema. Highly secretive and steeped in tradition, Chanel rewards visitors to its new microsite with unprecedented self-disclosure, proving that ‘heritage’ needn’t mean ‘out of touch’.

Providing exclusive access to a previously unpublished archive of immeasurable value, ‘Inside CHANEL’ has a ‘cut and paste’ aesthetic that echoes Proenza Schoelar’s SS13 fashion film featuring SpongeBob SquarePants. Inside CHANEL’s videos are a visual ‘mash up’ of stylised cartoonish animations, classic illustrations, and black-and-white photography – a bold and contemporary style of filmmaking that is distinctive to the internet, indicating Chanel’s emphasis on modernity alongside its ...

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