For the CHANEL Cruise 2024/25 collection campaign, photographer Jamie Hawkesworth captured a series of portraits of model Loli-Bahia in and around Marseille, embodying the independence, ease, and modernity of the House and the collection. Loli-Bahia embodies the feeling of wind, sun, sea and sky as she surveys the coastline in classic black and white CHANEL lines, here reimagined into a scuba diving suit. Across the images, we see the codes of the House, reconfigured for the Mediterranean.
The sporty attitude is reflected in the season’s iconic tweed jackets, which appear throughout the campaign. The silhouette is reinterpreted with athletic details: with hoods made in sweatshirt, press studs and shell embroideries, their modernity mirrored by the angular geometries of the urban environment. An active feel runs through the rest of the collection, from cycling shorts rendered in fine leather to denim bermudas embellished with braid like a tracksuit. Flat shoes in black patent leather nod to both tuxedo shoes and scuba-wear.
There is a feeling, too, of escape: in the iconic 11.12 bag, which is rendered in luminous pastel tones, in a cotton poplin and lace top and skirt, and in the straw boater hats - a style favoured by Gabrielle Chanel - worn by Loli-Bahia with an insouciance and youthful allure.
These images capture a sense of spontaneity and effervescence. This is the spirit and attitude of the CHANEL woman today: active, energetic, and free.
The Cruise 2024/25 collection will be available in CHANEL boutiques in November.
