Chanel Comes to NYC.
Last year, T Brand Studio worked on a fully integrated collaboration with Chanel, celebrating the brand's return to New York City for the grand reveal of its 2025 Métiers d'art collection — an extraordinary showcase of specialized craftsmanship, including featherwork, hatmaking, shoemaking, embroidery and more.
E!The project centered on a custom content program offering readers a rare behind-the-scenes look at the making of the collection, inside the ateliers at le19M in Paris, where the House's renowned savoir-faire is preserved and passed down by generations of artisans. Together, we created a "paper of record" set within the collection's whimsical, cinematic universe of New York City.
Chanel's La Gazette is an eight-page special section dense with content and context. Inside, readers discover original interviews — including conversations I conducted with Artistic Director Matthieu Blazy and President Bruno Pavlovsky — alongside stories of love and the city from collaborators Michel Gondry, A$AP Rocky and Margaret Qualley; portraits and profiles of le19M artisans; a long-form reported piece by fashion writer Christopher Bollen; a timeline tracing the brand's journey through New York; and custom crossword and connect-the-dots puzzles, all situated alongside original photography of the collection's creation.
The print gazette was delivered to guests as part of their invitation to the Métiers d'art runway show — and, much to our surprise, appeared in the hands of models on the subway runway during the show itself.
We also partnered with filmmaker Joshua Charow on a four-part docu-series spotlighting the artisans behind the collection, which ran on T Magazine's Instagram, and launched a Paid Post Hub housing content from the gazette, the docu-series and runway imagery. It is the culmination of many months of work and, arguably, the most ambitious project I’ve had the pleasure of working on during my time at T Brand.
