Chanel is currently navigating a transitional phase as it remains without a creative director following the sudden exit of Virginie Viard in June. This notable gap has left the iconic French fashion house in a position where a new creative vision has yet to be revealed. In the meantime, Chanel’s advertising campaigns continue to evoke a strong sense of familiarity and tradition. The striking Loli Bahia, a favorite of the departed designer, has been chosen as the face of the Chanel Cruise 2025 collection. Recently featured in the Coco Neige 2024 campaign, Bahia now takes center stage in a breathtaking South of France setting, skillfully captured by the lens of Jamie Hawkesworth for the latest installment of the Cruise 2025 campaign. It’s worth noting that the collection was originally unveiled by Viard in May on the picturesque rooftops of the Cité Radieuse in Marseille, marking her final contribution to Chanel.

Explore the Alluring Details of the Chanel Cruise 2025 Campaign:

Discover the Enthusiastic Reactions from theFashionSpot’s Forum Members:

Upon first viewing, one forum member, tourbillions, expressed their surprise, saying, “Why is it giving house-to-house fashion catalog?” This remark reflects a sense of disconnection from Chanel’s traditionally high-fashion aesthetic. The critiques continued with GivenchyHomme, who remarked, “Loli Bahia looks like Bozo’s girlfriend in the shot with the hat. Literally some of the worst clothes I’ve seen in quite some time.” Such comments highlight the polarized opinions surrounding the collection and its direction.

Another member, vogue28, shared their perspective on the setting, stating, “The South of France setting is what’s selling this to me, which looks absolutely heavenly. I’m fine with Loli Bahia as the face of Chanel but I’m just not sold on Jamie Hawkesworth for Chanel. Everything feels very… pedestrian and juvenile for a brand like Chanel.” This critique emphasizes the importance of maintaining a balance between innovative photography and the brand’s storied legacy.

Meanwhile, EDEN21 commented: “I don’t mind Loli Bahia but for some reason I don’t buy her as a Chanel muse.” This sentiment suggests that while the model may have appeal, there is a question of whether she embodies the Chanel spirit. However, not all feedback was negative; MModa enthusiastically remarked, “Jamie Hawkesworth’s work always leaves me wanting more. These images make me dream. Love Loli Bahia for Chanel,” showcasing the diversity of opinions surrounding this campaign.

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