Chanel has taken its rodeo on the road via a unique new concept store.
Today, the fashion house will open its first U.S. pop-up shop, which it refers to as an “ephemeral boutique.” The store, in Aspen, Colo., will be open only through July 6, and focus exclusively on the Métiers d’Art Paris-Dallas pre-fall collection that Karl Lagerfeld presented in Dallas in December.
The space, on the second floor of the mountainside Casa Tua restaurant and private club, captures the vibe of the collection.
“It all came together when we were in Dallas with Karl,” said Chanel Inc.’s fashion division president Barbara Cirkva. “Obviously you can never repeat what had been done in Dallas because it was so special, but we thought, ‘We have to do something with this incredibly creative, unique collection,’ and thinking about places where it would resonate, Aspen popped to mind.”
It may not be the land of cowboys (and cowgirls), but there is more to the location choice than meets the eye. In 1994, Chanel was one of the first luxury brands to open in Aspen, though that unit has since closed. “We haven’t been there for years and thought, ‘Wouldn’t it just be perfect for the Aspen customer?’ It’s chic, it’s really special because it’s a Métiers collection, yet there is a casualness to it that is so appropriate for Aspen.”
And the fact that the pre-fall collection hits in summer was not of concern to Chanel executives.
“Aspen has done such an amazing job with the Ideas Festival, the different food and wine festivals and the Music Festival that summer is just as important as the winter ski season,” Cirkva said. “People come from all over the U.S. and internationally in summer. It’s changed so much in the last few years. When [we] were there in the Nineties, there wasn’t that international element that you have today.”
This 1,850-square-foot boutique was designed to reflect the Wild West nature of the collection, but with nods to Aspen. Among the key features is an illuminated Chanel sign with a red Texas star, which graces the entrance to the modern-day saloon. The gray walls are lined with vintage images of cowboys, and navy and red flags hang from two central trees. Mannequins, dressed in looks from the collection, are positioned on wooden pallets around these trees, as well as on top of a central bar. Distressed wood bookshelves showcasing antique objects and accessories from the collection add to the overall Western feel. As Cirkva put it, “It’s a party celebrating these beautiful clothes and accessories that Karl designed.”
While this is the first ephemeral boutique in the U.S., the concept is not entirely new to Chanel. Since 2010, the fashion house has operated ephemeral boutiques in Saint-Tropez from April to October, and Courchevel from December to April. It’s also had pop-ups in Capri, at Harrods in London, at Colette in Paris, Joyce in Hong Kong, Podium in Moscow, Dover Street Market in London and Restir in Tokyo.
“We decided we would like to try it here,” Cirkva said. “It will be a fun experience and very special experience to get to know Chanel in a different environment. People don’t expect it of us.”
The fashion house kicked off celebrations with a dinner party for 200 or so at Casa Tua Thursday night. This being Chanel, it flew in VIP clients from across the U.S. as well as a gaggle of social types. These were expected to include Atlanta de Cadenet Taylor, Tennessee Thomas, Jen Brill, Elisabeth von Thurn und Taxis, Laura Love, Kelly Sawyer, Harley Viera-Newton and Leigh Lezark, with a slated performance by Texas indie band The O’s.
All this leads to one question — how will Chanel top the Aspen extravaganza for the resort collection it showed in Dubai last month? Cirkva, for her part, didn’t provide clues. “We don’t want to be predictable,” she said. “It’s really all about the adventure.”
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)