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The fundamentals of fashion, by Chanel

Feb 13,2007
Chanel Korea predicts the dress suit
Why is tweed called tweed? What is a babydoll dress? What is the Chanel 2.55 bag?
These were the questions posed last month at the Grand Hyatt Hotel as part of a “Chanel Korea 101” session designed to help fashion-challenged reporters master the French fashion house’s 2007 spring-summer ready-to-wear collection. To herald the arrival of spring, Chanel replaced the spectacular “mega” runway show, which Chanel Korea is known for, with six presentations over two days on a miniature stage borrowed from Chanel’s Grand Palais show. Three local models demonstrated four representative themes. When one of the male merchandisers working for Chanel Korea took the microphone, the presentation took a surprising turn and became a talk show style fashion lesson.

tunic right, will sell out. Provided by the company
For those Korean journalists who had never purchased Chanel ― and the assumption seemed to be that, as ink-stained wretches, the best we could afford were unknown Korean brands ― several points were emphasized. First, so that well-heeled fans of Chanel’s trademark suit can wear one all year around, Chanel developed a new tweed fabric that is light enough for summertime. Second, the new mini suits with uneven hemlines and closures are not traditional Chanel but reinventions that walk on the dangerous cutting edge of fashion. And, third, the 2.55 bags, embellished with metallic charms, signify the personal history of Coco Chanel. Chanel’s evening look for summer was put together with Karl Lagerfeld’s signature style that makes a shopper’s heart leap at the sight. There was one outfit that should turn even the most jaded head at Seoul’s fashionable parties: a tiny babydoll dress worn with a sparkly clutch and platform heels.
Merchandisers then divided journalists into four groups to “tour” the four fitting rooms where clothes and accessories were displayed. In each room, Chanel employees offered scoops on “would-be” hot items for VIP customers such as a pink boucle dress suit, clunky bangles, retro sunglasses and weekend bags. Robert Stavrides, president of Chanel Korea said the next presentation might be somewhere else and under a different format. “Chanel wants to be different to surprise our customers and journalists,” he said.


By Ines cho Staff Writer [inescho@joongang.co.kr]


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