Chanel’s Creative Director Virginie Viard showed off her unexpected city by hosting the Cruise 2024 show in Marseille. Months after hauling fashion’s favourites to the UK’s capital of cool, Manchester, celebrities, buyers and editors alike gladly traipsed to the South of France for the show.

‘Marseille is a city that puts me in touch with my emotions. I tried to capture its power of attraction, its breath of fresh air, and to convey the energy that reigns there. And you couldn’t ask for a better backdrop to a runway show than the Cité radieuse,’ Viard said of Marseilles.

Hosted at the Brutalist art centre, MAMO, Centre d’art de la Cité, guests enjoyed the juxtaposition of one of fashion’s most historic and classic brands against the backdrop of the modern architecture.