French atelier Chanel is screening its 30-minute documentary in Dallas' Fair Park prior to its Métiers d'Art collection called “Paris-Dallas” to remind consumers of the connection between the fashion house and the United States.
The film, “The Return,” focuses on its eponymous founder’s return to fashion following World War II, and depicts the media attention that Chanel’s comeback line received from the U.S. press. By screening the film in the U.S., Chanel is able to celebrate and build on the connection it has with American media, retailers and consumers.
"This film will remind the audience of the legacy behind the maison, but more importantly, the personal connection Coco Chanel had with the U.S. and Americans," said David Sadigh, founder/CEO of Digital Luxury Group, Geneva, Switzerland.
"It will strengthen the bond between the Chanel brand and its American consumers."
Mr. Sadigh is not affiliated with Chanel, but agreed to comment as an industry expert.
Chanel was unable to comment before press deadline.
Historic partnership
The film is directed by Karl Lagerfeld, Chanel's current creative director. "The Return" deals heavily with the brand's relationship with department store Neiman Marcus, which helped to solidify the designer’s status in the U.S.
Chanel’s latest news items about the movie focus on this connection more than previous posts.
Chanel writes that brand founder Coco Chanel visited Dallas in 1957, and was awarded the Neiman Marcus Award for Distinguished Service in the Field of Fashion by the department store chain's cofounder, Stanley Marcus.
Chanel explains that Ms. Chanel enchanted the locals during her 10-day trip to Texas, and was featured in a Time magazine piece called “Dallas in Wonderland.”
On Dec. 10, Mr. Lagerfeld retraced his predecessor’s steps, taking his own trip to the center of the U.S.
The invitations for the event featured Mr. Lagerfeld’s sketch of Ms. Chanel’s face and the words, “Coco Chanel back in Dallas.”
Neiman Marcus publicized the event, posting “The Ultimate Dallas Guide” to its blog, featuring restaurants, hotels, salons and shops. The retailer also shared an article about the history behind the fashion house and the Texan city.
Facebook post from Neiman Marcus
Long buildup
Chanel has built up to this screening for weeks, showing bits and pieces of the film both on social media and its blog.
Most recently, Chanel released both a new teaser video and a trailer to generate anticipation for the full release Dec. 10.
The latest teaser video for “The Return” is an interview with Geraldine Chapman, who plays the iconic fashion designer Coco Chanel, talking about her role in the film. By giving its fans small tastes of the full feature to come in bits and pieces, Chanel is able to ensure that they will keep talking up until the world premier (see story).
When the announcement about the movie was still new, Chanel released a preview of the film, which shows Mr. Everett talking about how superbly he felt Ms. Chaplin took on the role of Ms. Chanel.
Through clips shown throughout the interview, the viewer sees Ms. Chaplin made up as the famous designer, working on a garment while smoking a cigarette. A fashion presentation is also shown, giving viewers a glimpse at the midcentury fashions that the actors will wear throughout the film (see story).
The most recent marketing leading up to the film led more with the brand’s relationship with America, and specifically with Neiman Marcus, than the film itself.
"Neiman Marcus was founded and is headquartered in Dallas, hence why Chanel would logically chose to broadcast it in that city," Mr. Sadigh said.
"Part of Chanel’s strategy is to use a multimedia-medium strategy demonstrating to Texan consumers its connection to the luxury department store, prior to its collection presentation there," he said.
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York