Matthieu Blazy’s First Chanel Campaign Is Set in Coco Chanel’s Historic Villa La Pausa
A day at La Pausa, Gabrielle Chanel’s South of France villa.
For his first campaign for Chanel, creative director Matthieu Blazy headed to the place where the house’s founder spent some of her happiest days: the hillside villa on the French Riviera she christened La Pausa.
Gabrielle “Coco” Chanel, who built the house in 1928, opened its doors to a stream of fellow creatives including painter Salvador Dalí, filmmaker Luchino Visconti and writer Colette.
The spring 2026 campaign, photographed by Alec Soth, echoes the carefree mood of this era with portraits of models including Awar Odhiang, Bhavitha Mandava, Loli Bahia, Aditsa Berzeniia and Marta Freccia posing in the various rooms of the recently restored villa.
Spring Summer 2026 Collection Matthieu Blazy for CHANEL
