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Super (Model) Market: Chanel Transforms Runway to Grocery Aisle

/ Source: Reuters
Image: A model presents a creation for Chanel during the 2014/2015 Autumn/Winter ready-to-wear collection fashion show
A model presents a creation for Chanel during the 2014/2015 Autumn/Winter ready-to-wear collection fashion show, on March 4, 2014 at the Grand Palais in Paris. AFP PHOTO / PATRICK KOVARIKPATRICK KOVARIK/AFP/Getty ImagesPATRICK KOVARIK / AFP - Getty Images

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Most designers try to make consumers dream at their fashion shows, but Karl Lagerfeld sought to bring them back into real life by presenting his latest collection in a spoof Chanel supermarket.

Paris' prestigious Grand Palais, where the French brand traditionally hosts its glamorous shows, was filled with endless rows of Chanel-branded pasta, cheeses, sauces, detergents and other products of daily life created solely for the occasion.

"For me the supermarket is the pop art of today," Lagerfeld said on Tuesday after the show, admitting he rarely went to supermarkets himself.

Image:
Models wear creations for Chanel's ready to wear fall/winter 2014-2015 fashion collection presented in Paris, on March 4, 2014.Thiabult Camus / AP

Pushing brightly colored trolleys and pretending to exchange gossip, models picked up products with tongue-in-cheek labels such as Coco beer bottles, Chateau Gabrielle white wine and Chanel crémeuh - or creamoo - milk.

Others carried metallic baskets adorned with Chanel's iconic handbag chains.

The designer's new autumn/winter collection was full of oversized tweed jackets worn over shiny pencil-thin pants complete with flashy sneakers, also spotted at January's haute couture show.

Some models wore comfortable-looking orange woolen jogging suits and fluorescent pink shredded leggings.

Speakers spat out loud pop music, interrupted by public announcements such as "the young Marine is waiting for her parents at the cashiers" or "Mrs Martin is requested at the fresh foods department".

Lagerfeld said Chanel had created more than 500 different labels and put more than 100,000 items on display, some of which would be later given to charity.

Image: A model presents a creation by German designer Karl Lagerfeld as part of his Fall/Winter 2014-2015 women's ready-to-wear collection for French fashion house Chanel at the Grand Palais transformed into a "Chanel Shopping Center" during Paris Fashion
A model presents a creation by German designer Karl Lagerfeld on March 4, 2014.STEPHANE MAHE / Reuters

No cost or detail was spared to create the atmosphere of a typical French supermarket such as Carrefour.

Once the show was over, many members of the audience furiously seized Chanel food products from the shelves.

Lagerfeld, who turned 80 last year and has spent three decades at Chanel's helm, is credited with having regularly infused fresh life into the brand to keep it modern and in tune with its times while remaining faithful to its heritage.

"It is not because you buy Chanel clothes that you should not be allowed into the supermarket," Lagerfeld said after exchanging hugs and kisses with his A-lists guests such as singer Rihanna and actress Keira Knightley.

— Reuters

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