As creative director of Chanel, Virginie Viard has essentially rotated the same rooster of firm faves when enlisting photographers for the fabled French fashion house’s advertising campaigns. Viard (who announced her sudden departure from Chanel earlier this month) has called upon the likes of Inez van Lamsweerde & Vinoodh Matadin and Mikael Jansson on the regular, while has tended to be a little more experimental with the Chanel Coco Beach campaigns. The designer handpicked by the late Karl Lagerfeld as his Chanel successor tapped Theo Liu to shoot Vivienne Rohner for last year’s Coco Beach offering, and calls upon Cass Bird and Olivia Vinten for 2024. The American photographer ventured to the warmth of the Mediterranean for the campaign shoot with the Danish beauty, who poses around various different locations within the port city of Marsielle (the place Virginie Viard opted to present Chanel’s most recent Cruise 2025 collection).
Read below the reactions of theFashionSpot’s forum members:
“Zara and Mango are doing it better…” expressed an underwhelmed kokobombon.
“Very cheesy,” GivenchyAddict chimed in.
Also majorly underwhelmed with the campaign imagery was signifier, commenting: “Cass Bird hasn’t been good in years. All her pictures are without imagination.”
“Love it, even if the clothes look cheap,” shared Urban Stylin.
After all, not everyone was left so disappointed. “Pleasantly surprised, especially given the fact it’s photographed by Cass Bird (whose work I usually despise). I’m also here for Olivia Vinten, she’s a refreshing choice as opposed to the usual suspects like Rianne van Rompaey and Loli Bahia (models who I love, nonetheless). If these photographs don’t sell a beach collection, I don’t know what will,” voiced vogue28.
See more of Olivia Vinten as the face of Chanel’s Coco Beach 2024 collection and join the conversation, here.
