Last Monday, Karl Lagerfeld has presented Chanel Resort Collection 2017 in Havana, Cuba. Every year, the iconic creative director of Chanel chooses a different city, all over the world, to stage a fashion show that goes far beyond clothing or trends. Actually, through these fashion shows, Mr. Lagerfeld also known as Der Kaiser, creates a brilliant viral marketing strategy. All media outlets, off and online, comment and share the fantastic locations and scenario.
This year was no different. After Pope Francis has visited Cuba, and helped open the door to a rapprochement with the United States, where more Karl Lagerfeld could do his show?
Chanel and Cuba have nothing in common, but who cares? That’s a great marketing idea.
Chanel has brought about 700 models, editors, and celebrities, including Gisele Bündchen, Tilda Swinton, Vin Diesel, and more, to the Caribbean island. “It was like a private joke because I thought it was impossible”, Lagerfeld told Women’s Wear Daily. “Suddenly, Cuba is the most talked-about thing in the world, and we’re the first with fashion.” He added that Cuba is like nothing else in the world because “it has an identity I love, and I always wanted to go, but I need a professional reason.”
Stella Tenant, my favourite top model, opened the show, held on one of Havana’s main boulevards, the historic Paseo del Prado. But probably the most notable participant was Antonio Castro, the grandson of former President Fidel Castro. “It is an honor for all Cubans for this big event to take place here”, the 17-year-old said.
I’m wondering what Fidel Castro, in his Adidas tracksuit uniform would say about it.
Click on the gallery to have a look at Chanel Resort 2017 Collection.