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Grey hoodies layered Our ocean out future shirt under the pastel tweed suits, a catwalk on top of an apartment building with concrete benches instead of gilt chairs, looking out over the rooftops of Marseille, France’s less manicured second city. Chanel has – in fashion speak – a New Look. In the parlance of 2024, it is in its gritty era. “If Marseille is unexpected, that’s good. We don’t want to be stuck. We need to take risks if we want to show that Chanel is for everyone,” said Bruno Pavlovsky, Chanel’s president of fashion, before the brand’s first ever show in the city. “If we were just for the happy few in the Rue Cambon [in Paris], then that would be the beginning of the end.” To be relevant and modern now means engaging with diversity and real life – even for a billion-dollar luxury brand. Coming on the heels of shows in Manchester last year and in Dakar, Senegal, in 2022, the choice of Marseille to showcase this summer’s cruise collection reflects a new strategy at Chanel. “We don’t always want to talk about the history of Chanel – we want to be about the future. Fashion is an outlook, and it is for everyone,” Pavlovsky said.
Our ocean out future shirt, hoodie, sweater, longsleeve and ladies t-shirt
At times it is Our ocean out future shirt incredibly hard to be optimistic about the fashion industry, with its £1 bikinis and £0 boots. Fashion is the world’s second-largest industrial polluter, accounting for 10% of carbon emissions. Microscopic fibres from synthetic clothing are now found in waterways and food chains, while piles of unwanted clothing dumped in countries such as Ghana are so big they can be seen from space. Despite all this, the cycle of newness and shopping continues. When an email arrived in my inbox from Fashion Revolution, the non-profit social enterprise founded in the wake of the 2013 Rana Plaza factory disaster, I was curious. The group has become the world’s largest fashion activism movement. In the decade since it started campaigning, it has sparked an international movement with its Who Made My Clothes? campaign and launched the Fashion Transparency index to measure how open and accountable major fashion brands are about their human rights and environmental practices. But, for all of its efforts, greenwashing in the wider industry remains rife – particularly in April, around Earth Day. So, how much has actually changed?
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