Chanel Through Karl Lagerfeld's Eyes. Scenography as an Effective Communication Method

Abstract

Karl Lagerfeld, who led Chanel from 1982 to 2019, ushered in a new era of global fashion where designers aimed to preserve heritage while staying relevant. He expanded Chanel's legacy through seasonal collections, using runway shows to communicate the brand's essence and adapt to modern media channels. Lagerfeld's innovative use of spaces like the Grand Palais reflected Chanel's commitment to real-life experiences. His tenure exemplified how combining tradition with contemporary aesthetics ensures a fashion brand's longevity, setting a standard for future designers. Effective communication became integral for maintaining Chanel's brand value and image.