Written by Monique Rath
‘To be the Ultimate House of Luxury, defining style and creating desire, now and forever.’ – Chanel
Chanel have not only lived up to their mission statement in the Chanel Metiers d’Art Show 2022/23 held in Dakar, but have also finally entered into collaborating with the local Senegalese people, showcasing their exceptional talents in embroidery and craftmanship.
The Chanel Metiers d’Art Show that took place on the 5th of December, in the capital of Senegal; Dakar this year, has left a substantial mark in the fashion industry as being the first ever European label to hold a fashion show in West Africa. Chanel’s latest spectacle was performed over a three day festival, and was by far, their most awe-inspiring, monumental display to date – which is only to be expected, after being in Chanel’s pipeline for the past three years, as it was delayed due to the pandemic, confirmed by Chanel’s brand president, Bruno Pavlovsky.
Attendees for the Chanel Metiers d’Art Show 2022/23 included Chanel’s brand ambassador, Pharrell Williams, Naomi Campbell, Whitney Peak and few others.
I don’t know if it’s because I’m South African myself, but what Chanel has just embarked on by partnering with the Senegalese locals, has gone far beyond just creating fashion diversity. It gives me shivers (in a good way of course) how Chanel, a worldwide fashion brand, was able to come into an African country that was once colonized by European powers, to now provide the Senegalese artisan’s with mentoring to be able to showcase their talents.
Chanel Metiers d’Art Show in Dakar showcased a collection that was 70’s inspired. Included was platform shoes, flared trousers, long coats, oversized sweaters and accessories that depicted the Senegalese style with embroidery, sequins, tweed and geometric shapes.
Chanel’s creative director, Virginie Viard didn’t stop there. Virginie wanted to connect with all of Senegal’s creative fields, which is why she chose the Chanel Metiers d’Art show to coincide with Dakar’s 20th Fashion Week. The venue chosen was Dakar’s courthouse, Palais de Justice which had been recently renovated. Before the collection was revealed, traditional African dances were performed, along with cultural music.
The 2022/23 Metiers d’Art collection book was taken by a Senegalese photographer, Malick Bodian and video documentation of the show was filmed by Ladj Ly along with Kourtrajme School students.
The partnership between Chanel and the Senegalese sounds almost too perfect right? Right!
Although Chanel doesn’t have stores or any previous collaborations in Dakar, they’ve been able to come together for what is hoping to be a long-lasting relationship that will include sustainable development between the two.
With the Chanel Metiers d’Art show being just the beginning for the fashion brand and Dakar, I personally, cannot wait to see what’s in store between this partnership, which, should be announced in early January 2023. The Institut Fondamental d’Afrique Noire, La Galerie du 19M will be arriving in Dakar, which is a platform aimed to exhibit, discover and share Senegal’s artisans for embroidery and weaving. Watch this space ladies!
