Chanel gives a glamorous rebrand to the New York City subway

On a Tuesday afternoon, Kristen Stewart found herself in a New York City subway car, overwhelmed not by the usual rush-hour chaos, but by Chanels latest fashion presentation. It feels cinematic, emotional, and very real, she remarked, reflecting on the atmosphere of the event.

The show took place at the abandoned Bowery Station in downtown Manhattan, a location often used for film and photo shoots. For this occasion, the gritty subway platform was given a fresh coat of paint and became the runway for the Chanel Mtiers dart collection. Spending over an hour underground had never felt so glamorous.

Stewart, a long-time Chanel ambassador, attended wearing layered tank tops under a vest and black trousers. Other notable guests included A$AP Rocky, who appeared in a short film for the brand, and actor Ayo Edebiri, a new ambassador for Chanel.

The show highlighted a striking balance between casual and formal attire, with models carrying jackets over their arms and stuffing newspapers into handbags. Stewart noted the diversity of styles and expressed admiration for the realistic and approachable presentation. There were so many selves, she said, describing the variety of looks.

Chanels new artistic director, Matthieu Blazy, has been widely celebrated in the industry. His designs, worn by celebrities like Stewart, Edebiri, and Teyana Taylor, received strong praise from editors and influencers following his debut at Paris Fashion Week.

Despite rainy weather and chilly subway air, attendees including Tilda Swinton, Rose Byrne, Margaret Qualley, and A$AP Rocky embraced the event with excitement. The show offered a playful take on public transportation, as guests navigated turnstiles and platforms in full Chanel attire, blending fantasy with the reality of city commuting.

Chanel selected New York for its Mtiers dart show partly to honor Coco Chanels historical visits and to connect with American clients who are major supporters of luxury fashion. The collection emphasized exceptional craftsmanship from Chanels acquired ateliers, including Maison Michel, Massaro, and Lesage, showcasing the brands dedication to preserving artisanal skills.

Models emerged from a subway car wearing inventive combinations of tweed suits, knit dresses, and playful hats, moving with a natural New York stride rather than a traditional runway walk. The presentation reflected Blazys intention to design for real life, highlighting clothing that is stylish yet practical.

The collections light, intricate pieces, including flapper-inspired dresses and feathered skirts, echoed the glamour and motion of 1920s designs, demonstrating both sophistication and playful wit. Accessories, like whimsical hats, added humor without feeling kitschy.

Chanels approach emphasizes that women can juggle busy lives while still enjoying fashion. As basketball star Angel Reese, attending her first New York subway event, put it: Look good, feel good. Fashion inspires confidence and possibility, whether on the court or off.

Author: Noah Whitman