By Sirena Kuo
CHANEL’s COCO NEIGE 2024/25 campaign takes center stage at 31 rue Cambon, captured through the lens of Juergen Teller. It’s winter sports, CHANEL style, with Loli-Bahia front and center, moving through Gabrielle Chanel’s apartment and that iconic Art Deco mirrored staircase with effortless cool. The vibe? A study in contrasts: old-school CHANEL glamour and a new, carefree irreverence.
Loli-Bahia embodies modern CHANEL with an ease that feels totally “now.” She’s rocking a down jacket with signature braid details, paired with slim white jeans and a fine-knit sweater—all set against the storied backdrop of Mademoiselle’s very own apartment. On the staircase, a suede-effect jersey set—bra top, skin-tight leggings, and a little zip-up jacket—pulls that technical-meets-chic line, just as CHANEL always does. A black corduroy jumpsuit adds a bit of utilitarian edge, but without losing an ounce of that classic allure.
In Teller’s shots, it’s all about Loli-Bahia’s laid-back nonchalance set against the space’s polished elegance. Lounging on the floor, she wears a camellia-dotted cashmere and silk set—a mix of softness and attitude. She’s framed against beige wing chairs, her gaze steady, wrapped in a navy jacquard ski jacket and trousers that balance function with a whisper of CHANEL’s timeless glamour. It’s that 1970s nod—technical winter sportswear fused with laid-back, casual cool—that makes the collection sing.
And the accessories? It’s all about elevation. Think quilted gloves, cowls, and retro glacier sunglasses—paired with quilted sneakers and shearling ankle boots for ultimate slope chic. And, of course, what’s a COCO NEIGE moment without skis and poles marked with that unmistakable double C? Loli-Bahia’s irreverence underscores the point: this isn’t just about staying warm—it’s about doing winter on your own terms, wrapped in CHANEL’s unmistakable spirit.
The CHANEL COCO NEIGE 2024/25 collection hits boutiques October 17, 2024.
