Fashion is the healthiest motivation for losing weight, said Karl Lagerfeld in 2004. This did little to challenge our assumption that food and fashion dont mix (or to suggest that Chanels creative director was remotely sane), yet Lagerfelds decision to showcase his autumn/winter 2014 collection in a giant, interactive Warholian supermarket in Paris was a flash of genius.
The lights were unflattering, the Grand Palais freezing, but the concept was impressively simple. Lagerfeld plastered a large letter C, for Chanel, onto each of the 100,000 fake products on the shelves, including Jambon Cambon (Rue Cambon was the address of Coco Chanels flat), Chanel N° 9 eggs and Coco Carbone car oil. The models turned the aisles into catwalks, with the music interrupted every so often by announcements for in-store promotions on coconuts.
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