Chanel Returns to Biarritz for Cruise Show, Honoring Its Founding History

Chanel has announced that it will stage its next cruise show in Biarritz on April 28, 2026. The brand plans to present its Cruise 2026/27 collection at the historic seaside resort located on France’s Atlantic coast, a location chosen for its deep historical connection to the fashion house.

In a release, Bruno Pavlovsky, president of Chanel Fashion, highlighted the importance of the destination, commenting that "Biarritz plays a fundamental role in the history of Chanel." He also expressed delight that Matthieu Blazy, the brand's creative director, had chosen this specific location for his first cruise collection vision, noting its significance to the house. The announcement comes shortly after Chanel’s recent Métiers d’Art show, which Blazy staged in a disused New York subway station in lower Manhattan.

The choice of Biarritz as a venue marks a return to the roots of the fashion house. Following the success of her boutique in Deauville, Gabrielle Chanel opened her first couture house in Biarritz in 1915. Located in the Villa de Larralde, an elegant neo-feudal mansion, the establishment featured both a boutique and an atelier. The atelier employed some 60 skilled artisans, known as "petites mains," where Chanel presented her collections.

Biarritz's distinct atmosphere—described as free-spirited and sporty—was instrumental in shaping Gabrielle Chanel's vision for fashion and design. The house notes that this iconic southwestern French resort played an essential role in the construction of her style, helping to forge the brand's core identity.