Since March, the enthusiasm in Biarritz has been increasing week after week. Both curious people and locals gathered to observe the works on the façade and the premises located at numbers 3 and 5 Gardères Street. Long overshadowed by several businesses, most recently pizzeria Chez Coco, the Art Deco façade has been renovated to welcome Chanel to its historic location. It was here, in 1915, in the Villa de Larralde, a stone’s throw from the casino, the grand hotels and the Grande Plage, where Gabrielle Chanel opened her fashion house, which included a boutique (located a few steps away), salons, an apartment and workshops. For Coco, Biarritz was a revelation. At the forefront of modernity, it pursued its stylistic revolution: freedom of movement, fluidity and comfort.
As the weeks passed, 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 that surrounded the wave of stars in Biarritz on Tuesday to attend Matthieu Blazy’s first cruise show, while billboards in the area broadcast teaser images of the show.
On the ground, as the hours passed, the crowd exchanged information. Although the location of the show was confirmed two days before, with a security perimeter installed around the casino, everyone knew that there would be two times: 11:00 and 15:00. The house intended to welcome all its guests (more than 900 announced), offering everyone the same experience. For the luckiest, selected by lottery, the show was broadcast on a giant screen at 6:00 p.m. at the Gare du Midi in Biarritz.
Shells and mermaids
Around the casino, two streets were closed for the occasion (above and below the casino), creating a corridor for vehicles bringing celebrities and stars. “It’s incredible to see this here,” says a resident of the town who does not live in the city center. “It has a little G7 feel to it,” another added.
Black vehicles, security personnel in black suits: Chanel pulled out all the stops and worked closely with the municipality. “This event represents important economic benefits for the city,” said Thomas Ambrot, third deputy mayor of Biarritz and delegate for communication, events and major cultural projects. “Florists, food retailers and other artisans were asked to help organize the event. The impact on the city’s profile is significant.”
As for the show, set in a casino completely covered in mirrors and facing the ocean, it revealed 79 silhouettes ranging from the functional black dress to mermaid-inspired fantasies. For his first show on a cruise ship, Blazy, artistic fashion director, broke with hierarchical codes. Work clothes were mixed with leisure clothes, the sailor uniform was contrasted with the extravagance of evening dresses and the wardrobe even veered towards the beach, with the Basque stripe as the common thread.
Writing the future in Biarritz
After Monaco, Los Angeles and, last year, Lake Como, Biarritz takes its place among Chanel’s historic cruise destinations.
“Given the importance of the seaside resort in the history of the house, we wanted to preserve the place that saw Gabrielle Chanel evolve and contribute to the architectural heritage of the city,” said Bruno Pavlovsky, president of fashion at Chanel, on the sidelines of the show.
“The recent acquisition of Villa Larralde demonstrates our deep connection with the city, its past and its future. We are also proud to be partners of the Biarritz Film Festival, Nouvelles Vagues, which presents young international filmmakers.”
In pop-up mode
Open since Thursday, the boutique will only be open until September 27 and will offer the Coco Beach 2026 collection for sale. A colorful summer wardrobe that plays with standout pieces such as a surfboard with local shapes, umbrellas adorned with the famous double C and shoes finished with neoprene toe caps.
Balancing reinvention with the perpetuation of its codes, the Art Deco-inspired installations connect the world of Chanel with the architectural landscape of Biarritz. Three crescent-shaped shop windows bordered by pilasters introduce two spaces separated by a covered passage, which connect, on the street side, through a terrace. The first space is dedicated to accessories, while the second is dedicated to ready-to-wear. Between them, a small patio evokes a festive atmosphere.
Next door, the emblematic Bookstore has dedicated one of its windows to Coco Chanel and the fashion house. An opportunity not to be missed, especially since these walls housed the first Chanel boutique. An emblematic place, then. And while nothing has yet been revealed about the project that will follow once the boutique closes, there’s no doubt it will be the talk of the town.
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