Chanel launched the new “Gabrielle” bag with a dinner at The Store in Berlin’s Soho House, including Caroline de Maigret, Lilith Stangenberg and many more
“Gabrielle Chanel” is music to my ears – even more so because I recently saw the four-part video series with testimonials from Kristen Stewart, Cara Delevingne, Pharrell Williams, and Caroline de Maigret and it left a lasting impression. Who better to answer the question of how to wear their new bag than the French style icon herself, who also happens to have more than half a million followers on Instagram? (Coco Chanel, whose first name was Gabrielle, held the idea that freedom and rebellion should characterize women’s clothing rituals. This was the basic maxim for the design of this new bag, which takes you through the day unburdened and hands-free – very practical.)
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I was even happier when I heard that the launch would include both a three-week pop-up shop in The Store at the Soho House in Berlin and a dinner with a hand-selected group of guests in the presence of the appropriately chosen ambassador. And so, an installation was conjured up overnight, creating space for about 60 guests at a candlelit dinner.
The invitation began with champagne and a talk, held in a loft three stories above. After a brief address by Alexander Keller, Director of Chanel Germany, Caroline de Maigret and Veronika Heilbrunner discussed style and fashion issues with moderation by Christiane Arp, Editor-in-Chief of Vogue Germany. The experts tackled questions such as “Is Paris still the capital of fashion?” or “Can you tell where a woman lives based on her look?” with humor and veracity.
Any international importance points Berlin earned that evening were due not least to the event’s high-caliber guests. Among them were actresses Karoline Herfurth, Lilith Stangenberg, and Jasna Fritzi Bauer, as well as thjnk agency Managing Director Karen Heumann, abc and Gallery Weekend Director Maike Cruse, jeweler Claudia Hornemann, Marc Goehring, Maria and Jörg Koch of 032c magazine, Inga Griese from ICON, stylists Niki Pauls and Leena Zimmermann, and many more.
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Find more information about Chanel’s “Gabrielle” campaign and the short film, directed by Oliver Assayas, here.
The installation will be shown until May, 13th 2017.
The Store x Soho House Berlin
Tel: +49 (0)30 405 044 550
Tram station: Mollstr. / Prenzlauer Allee (12, M1, M2, M4, M5, M8, M10)
U-bahn station: Rosa-Luxemburg-Platz (U2)
Opening hours: Mo-Sa 10 00Uhr
Instagram: @sohohouseberlin | @thestoresdotcom
Photos: MAXIME BALLESTEROS
Translation: Leah Morano
Julia co-founded one of the first fashion blogs in Germany in 2007 and became a freelance consultant for digital strategies after publishing her first book in 2010. After an eventful four years with Condé Nast working mainly in the digital department of Vogue Germany, she decided to launch her own online magazine with her dream partner, Veronika Heilbrunner. She is based in Berlin and loves to read books.