Chanel will stage its Cruise 2027/28 show in Deauville on Tuesday, April 27, 2027. Matthieu Blazy will present his second cruise collection for the house in the Normandy resort town where Gabrielle Chanel introduced her first fashion pieces in 1912. The Chanel Deauville cruise show follows Blazy’s Biarritz debut in April 2026 and keeps his cruise shows on the French coast, in towns tied directly to the founder’s early years.
The house confirmed the location with a statement from Bruno Pavlovsky, president of fashion at Chanel: “It was in Deauville that Gabrielle Chanel introduced her first fashion pieces, marking a turning point in the history of the house. We look forward to discovering Matthieu Blazy’s perspective on this foundational place through his second cruise collection.”
Chanel Cruise 2027/28 show: date, location and collection name
The show will take place on April 27, 2027, in Deauville, on the Côte Fleurie in Normandy, about two hours by train from Paris Saint-Lazare. The timing mirrors last season: Blazy’s Biarritz show was held on Tuesday, April 28, 2026, at the Art Deco Casino Municipal.
A note on the name. Chanel labels its cruise collections across two years. The Biarritz collection was officially Cruise 2026/27, though much of the trade press reported it as Cruise 2027. The Deauville collection is next in line as Cruise 2027/28. On the house’s usual schedule, Biarritz reaches boutiques in November 2026, which puts the Deauville pieces in stores around late 2027.
READ ALSO Chanel Cruise 2027 Bags: Every Handbag from the Biarritz Show
Why Deauville matters: Chanel’s 1912 boutique on rue Gontaut-Biron
Gabrielle Chanel opened her Deauville boutique on rue Gontaut-Biron, directly across from the casino. Arthur “Boy” Capel financed it, and her sister Antoinette and her aunt Adrienne helped run it. The house dates the opening to 1912, although some historians place it a year later. Hats came first. Then came the pieces that would define her: jersey sweaters and blouses, loose clothes built for walking the boardwalk, and striped sailor tops borrowed from local fishermen. At the time, jersey was a fabric for men’s underwear. In Deauville it became something the wealthiest women on the coast wanted to wear.
© Collection Deauvilloise, Deauville (France)
In September 1913, the magazine Fémina described the shop’s clientele as “sportsmen, foreign nobility and artists,” and called it the fashionable place to be.
READ ASLO Matthieu Blazy’s first Chanel campaign at La Pausa
The house has returned to the town regularly since. In July 2011, a plaque designed by Karl Lagerfeld was placed on the facade of the former boutique. The Deauville tote joined the line for Spring-Summer 2012, with its thick chain-and-leather straps and “31 Rue Cambon” printed on the front. In 2018, perfumer Olivier Polge created Paris-Deauville for Les Eaux de Chanel. Since 2019, Chanel has been a partner of the Deauville American Film Festival. Virginie Viard built her Fall-Winter 2024/25 collection around the town, opening the show with a short film starring Penélope Cruz and Brad Pitt that referenced Claude Lelouch’s Un homme et une femme, set on the same beach.
READ ALSO Chanel Métiers d’Art 2026 campaign
From Biarritz to Deauville: Matthieu Blazy’s coastal cruise chapter
For his first cruise show, Blazy chose Biarritz. In 1915, Gabrielle Chanel set up her couture house there, at Villa de Larralde, with boutique, salons, workshops and apartment under one roof. The collection, “Sous le Salon la Plage,” ran to 79 looks. It mixed washed cotton canvas suiting, rustling raffia skirts and silk foulard dresses, with the Basque stripe running through the lineup. Kaya Wilkins walked six months pregnant in a bikini top and tweed skirt suit. Noor Khan closed in a turquoise sequinned fishtail gown.
Deauville moves the story one step further back. Biarritz is where Chanel became a couture house. Deauville is where Gabrielle Chanel first sold clothes. By going from 1915 to 1912, Blazy is working backwards through the founder’s history, closer each time to the start. The Normandy coast is also a different setting from the Basque one: grey skies, strong wind, racehorses and a boardwalk.
Matthieu Blazy’s Chanel calendar into 2027
Chanel named Blazy artistic director of its fashion collections in December 2024, after his time at Bottega Veneta. His schedule since then:
- October 2025: first ready-to-wear show, Spring-Summer 2026, Paris
- December 2025: Métiers d’Art 2026, New York
- January 2026: first haute couture show, Spring-Summer 2026
- April 28, 2026: Cruise 2026/27, Biarritz
- July 2026: Fall-Winter 2026/27 Haute Couture, “Gaby and the Beanstalk”
- December 2026: Métiers d’Art 2027, Rome
- April 27, 2027: Cruise 2027/28, Deauville
We’ll cover the Deauville collection and its bags when it’s shown in April 2027.
