Chanel has Biarritz buzzing to the rhythm of Matthieu Blazy’s debut cruise show

Since March, excitement in Biarritz has been building week after week. Curious onlookers and locals alike gathered to watch the work on the façade and premises at 3–5 rue Gardères. Long overshadowed by various businesses, most recently the Chez Coco pizzeria, the Art Deco façade has been given a makeover to welcome Chanel back to its historic location. It was here, in 1915, at the Villa de Larralde, a stone’s throw from the casino, the grand hotels and the Grande Plage, that Gabrielle Chanel opened her fashion house, which included a boutique (located just a few steps away), salons, an apartment and workshops. For Coco, Biarritz was a revelation. At the forefront of modernity, she pursued her stylistic revolution: freedom of movement, fluidity and comfort.

As the weeks went by, many fashion fans posted on social media outside the boutique, welcoming the opening as an opportunity for the city. It was a prelude to the euphoria surrounding the wave of stars in Biarritz on Tuesday to attend Matthieu Blazy’s first cruise show, as billboards in the area broadcast visuals from the show’s teaser.

On the ground, as the hours passed, the crowd traded information. While the location of the show was confirmed two days beforehand, with a security perimeter set up around the casino, everyone learned that there would be two show times: 11:00 and 15:00. The house aimed to welcome all its guests (over 900 announced), offering everyone the same experience. For the luckiest, selected by lottery via a prize draw, the show was broadcast on a big screen at 18:00 at the Gare du Midi in Biarritz.

Seashells and mermaids

Around the casino, two streets were closed for the occasion (above the casino and below), creating a corridor for the vehicles bringing in celebrities and stars. “It’s incredible to see this here,” noted a resident of the town who doesn’t live in the city centre. “It’s got a little G7 feel,” added another.

Black vehicles, security personnel in black suits: Chanel pulled out all the stops, working closely with the municipality. “This event has significant economic benefits for the city,” said Thomas Ambrot, Third Deputy Mayor of Biarritz and Delegate for Communications, Events and Major Cultural Projects. “Florists, food retailers and other artisans were called upon to help stage the event. The impact on the city’s profile is significant.”

As for the show, set within a casino entirely panelled with mirrors and facing the ocean, it unveiled 79 silhouettes ranging from the functional black dress to siren-inspired fantasies. For his first cruise show, Blazy, artistic director of fashion, broke free from hierarchical codes. Workwear mingled with leisurewear, the sailor’s uniform was set against the flamboyance of evening gowns, and the wardrobe even drifted towards the beach, with the Basque stripe as a common thread.

Writing the future in Biarritz

After Monaco, Los Angeles and, last year, Lake Como, Biarritz takes its place among Chanel’s storied cruise destinations.

“Given the importance of the seaside resort in the history of the house, we wanted to preserve the site that saw Gabrielle Chanel evolve and contribute to the city’s architectural heritage,” said Bruno Pavlovsky, president of fashion at Chanel, speaking on the sidelines of the show.

“The recent acquisition of the Villa Larralde testifies to our deep attachment to the city, its past and its future. We are also proud to be a partner of the Biarritz Film Festival, Nouvelles Vagues, which showcases young international filmmakers.”

In pop-up mode

Open since Thursday, the boutique will only be on site until September 27, offering for sale the Coco Beach 2026 collection. A colourful summer wardrobe that plays with stand-out pieces such as a locally shaped surfboard, parasols emblazoned with the famous double C and shoes finished with neoprene toe caps.

The Art Deco-inspired premises, balancing reinvention with the perpetuation of its codes, connect the world of Chanel with Biarritz’s architectural landscape. Three half-moon display windows bordered by pilasters introduce two spaces separated by a covered passage, which connect, on the street side, via a terrace. The first space is dedicated to accessories, while the second is dedicated to ready-to-wear. Between the two, a small patio evokes a holiday mood.

Next door, the emblematic Bookstore has dedicated one of its windows to Coco Chanel and the fashion house. An opportunity not to be missed, all the more as these walls once housed the first Chanel boutique. An emblematic location, then. And although nothing has yet been revealed about the project that will follow once the boutique closes, there is no doubt it will be the talk of the town.