Chanel Cruise 2026/27 Campaign Returns to Biarritz’s Grande Plage
Chanel’s Cruise 2026/27 campaign returns to Biarritz with Matthieu Blazy’s 1926 black dress revival, canvas suits and sailor tops by Alec Soth.
Chanel is heading back to the beach. The house has unveiled its Cruise 2026/27 campaign, shot on the Grande Plage in Biarritz, the seaside town where Gabrielle Chanel opened her couture house back in 1915. It’s Matthieu Blazy’s first Cruise collection for Chanel, and the campaign leans hard into the place where it all started.
Alec Soth took the photos, with Stuart Winecoff directing the film. The cast includes Josephen Akuei, Stephanie Cavalli, Ruyu Chen, Chiara Dorward, Bhavitha Mandava and Bruna Souza. The collection notes sum up the mood nicely: “The salon slips into the beach.”
The star here is the 1926 little black dress, which turns 100 this year. Chanel calls it a “revenge dress,” a nod to how Gabrielle turned a service-uniform piece into something high society wanted. A pared-back new version opened the Cruise show, and it comes back in the campaign.
Around it you’ll find cotton-canvas suits that look weathered by salt and sun, plus a few cut like a pareo. Sailor tops return with a trucker collar. There are marine touches everywhere, including a sequined, beaded dress in a coral-cut pattern with fish- and crab-shaped buttons. Smaller details include chili-pepper jewelry, a nod to the Basque region. Add knitted skirts, raffia totes, lambskin bags, two-tone shoes, a tweed jacket and even a swimming cap, and you have a beach wardrobe with a lot of personality.
The collection has already shown up on the red carpet. Here’s Elizabeth Debicki in Chanel Cruise 2027 at the Chanel Haute Couture show.
If you like Chanel campaigns, you can also see the Chanel Fall 2025 Paris campaign.
