Matthieu Blazy's inaugural campaign for Chanel represents far more than a seasonal fashion statement—it marks a deliberate return to the brand's foundational narratives through the lens of one of fashion's most storied locations. By selecting Villa La Pausa as the backdrop for his debut, the creative director establishes an immediate dialogue with Coco Chanel herself, grounding his vision in the physical space where the founder's personal and professional worlds intertwined.
Perched on the hillsides of Roquebrune-Cap-Martin along the French Riviera, Villa La Pausa embodies the essence of Chanel's revolutionary approach to living and design. Constructed in 1928 at the height of her creative powers, this Mediterranean retreat served as both sanctuary and salon for Chanel. Here, she escaped the relentless pace of Parisian fashion while hosting an extraordinary circle of artistic geniuses including Salvador Dalí, Luchino Visconti, and Colette.
The decision to shoot the spring 2026 campaign within these historic walls demonstrates Blazy's sophisticated understanding of brand storytelling. Rather than constructing an artificial set, he chose authenticity, allowing the villa's restored architecture and gardens to become active participants in the narrative. Photographer Alec Soth, renowned for his contemplative documentary style, proved the perfect collaborator. His large-format images possess an unhurried quality, as if we've stumbled upon intimate moments rather than orchestrated fashion shoots.
The casting further reveals Blazy's strategic thinking. Awar Odhiang, whose spontaneous dance at Blazy's debut show became an instant fashion moment, brings that same kinetic energy to the campaign. Bhavitha Mandava, who opened the Chanel Métiers d'Art show in a New York City subway station, represents the brand's ability to find beauty in unexpected contexts. Alongside them, a diverse ensemble including Loli Bahia, Aditsa Berzeniia, Marta Freccia, Trinidad Castaño, Waleska Gorczevski, Noor Khan, Latahlia Hickling, Josephen Akuei, Xiuli Jiang, and Cathy Simmons reflects fashion's increasingly global landscape.
The campaign imagery captures movement as its central theme. Models leap down the villa's staircases, lounge across Chanel's original bed, and climb the ancient olive tree in the central courtyard. This final image carries particular significance, directly referencing 1930s photographs showing Coco Chanel herself perched in those same branches alongside friends. By recreating this scene, Blazy argues for continuity, suggesting that the qualities that defined Chanel's world remain vital today.
The masculine-feminine aesthetic serves as the collection's conceptual backbone, a principle that both founder and current creative director champion. Coco Chanel revolutionized women's fashion by borrowing from menswear—tweed jackets, tailored trousers, simple lines that freed women from corseted constraints. Blazy extends this philosophy into contemporary territory, presenting sharply cut blazers paired with fluid blouses, and evening wear that combines architectural structure with delicate embellishment.
Chanel described the campaign as revolving around "love, freedom and movement"—three words that encapsulate the brand's enduring appeal. Love speaks to the emotional connection between creator and wearer. Freedom reflects the liberation Chanel's designs offered women, a legacy Blazy continues by creating pieces that adapt to modern life's complexities. Movement captures both the physical fluidity of the garments and the dynamic energy of the women who wear them.
The collection's March release date aligns perfectly with spring's themes of renewal. As nature reawakens, so too does this historic brand under new creative direction. The timing suggests that customers aren't merely purchasing clothes; they're participating in a moment of transition, acquiring pieces that represent both heritage and innovation.
Villa La Pausa itself has entered a new chapter that would surely please its founder. Following meticulous restoration, it now functions as a venue for artist residencies and special events, continuing its tradition as an incubator for creativity. Last September, Flammarion published "La Pausa: The Ideal Mediterranean Villa of Gabrielle Chanel," a 350-page coffee table book that cements the property's status as a cultural landmark.
This campaign arrives at a moment when luxury consumers crave authentic storytelling over superficial glamour. In an age of digital saturation, the physical reality of Villa La Pausa offers something tangible and true. Blazy seems to understand that Chanel's value lies not just in the interlocking C's, but in the lived experiences of the woman who created them. By placing his collection within her personal space, he creates an unbroken thread from 1928 to 2026.
The choice of Alec Soth as photographer reinforces this commitment to authenticity. Unlike traditional fashion photographers who might emphasize fantasy, Soth's documentary background brings a sense of reportage to the images. They feel like evidence of a real event rather than constructed illusion.
The model selection further bridges past and present. Odhiang's impromptu dance and Mandava's subway moment represent fashion's democratization, where moments of joy and surprise matter more than rigid hierarchy. By featuring these breakout stars at Villa La Pausa, Blazy suggests that Chanel's future depends on embracing new voices while honoring its foundations.
The masculine-feminine balance manifests in practical, wearable terms throughout the collection. A tweed jacket might be paired with wide-leg trousers that move like a skirt, or a silk camisole might be layered under a structured blazer. This versatility addresses modern women's needs for clothing that transitions seamlessly between professional and personal spheres.
The campaign's emphasis on "composing one's own language" through fashion speaks to contemporary desires for self-expression. Rather than presenting a monolithic vision of Chanel womanhood, the imagery suggests multiple possibilities. One model might embody bohemian ease in a flowing dress; another might project executive authority in a tailored suit.
This approach marks a subtle but significant shift from some recent Chanel campaigns that occasionally felt overly polished and remote. By inviting viewers into the villa's bedrooms, staircases, and gardens, Blazy creates intimacy. We see models in moments of repose and play, suggesting that Chanel belongs not just on red carpets but in the quiet, personal moments that constitute a life.
The restoration of Villa La Pausa deserves particular attention. Preserving such a significant property requires navigating complex decisions about historical accuracy and contemporary use. The result—a space that honors its past while serving present-day creatives—mirrors Blazy's own challenge at Chanel.
Looking forward, this campaign establishes a template for Blazy's tenure. It suggests he will be a creative director who mines the archives not for nostalgic replication, but for active inspiration. He seems to understand that luxury brands must evolve while maintaining their core identity—a delicate balance that few achieve successfully.
For now, the spring 2026 campaign stands as a masterclass in thoughtful creative direction. It honors Coco Chanel without being imprisoned by her legacy, introduces new talent while respecting tradition, and creates beautiful imagery that also tells a meaningful story. In a crowded fashion landscape where campaigns often blur into sameness, such clarity of vision is both rare and valuable.
The campaign ultimately argues that Chanel's essence isn't confined to a particular silhouette or fabric, but resides in an attitude—independence, creativity, and the courage to define one's own version of elegance. By returning to Villa La Pausa, Matthieu Blazy doesn't just show us clothes; he shows us the world that inspired them, and invites us to imagine our own place within that legacy.