In twenty days, Biarritz will once again become the world capital of fashion. The house of Chanel has chosen our city to present its Cruise 2026/27 collection — and this choice is anything but coincidental.
Some events go beyond fashion. On April 28th, 2026, Biarritz will host the Chanel Cruise show — the first Cruise collection signed by Matthieu Blazy since his appointment as the house’s artistic director. The eyes of the entire world will be fixed on our Basque coast.
A return to origins, 111 years later
It was here, in 1915, that Gabrielle Chanel established her first couture house outside Paris, at the Villa Larralde. It was here too that she opened an atelier, a boutique, where she created, experimented and reinvented — giving Biarritz a singular place in the story of French Haute Couture.
Biarritz’s image as a seaside resort beloved by surfers resonates with a free-spirited and athletic energy that played a defining role in the founder’s creative vision. A spirit found even in the house’s fragrances : the Paris-Biarritz perfume, from the Les Eaux de Chanel collection, captures the very essence of this Basque resort, as fresh and invigorating as the Atlantic wind.
Matthieu Blazy chooses Biarritz for his debut
It is to this historical anchor that Matthieu Blazy, the house’s new creative director, wishes to return. Rather than choosing a distant metropolis or an exotic setting — while other fashion giants like Dior, Gucci and Louis Vuitton have opted for their upcoming Cruise shows in the United States — Blazy has chosen a return to the cradle, rich in meaning and history.
“Biarritz plays a fundamental role in the history of Chanel. We are delighted that Matthieu Blazy has chosen this destination, so dear to the house, to present his first vision of the Cruise collection.” — Bruno Pavlovsky, President of Chanel Fashion
The venue? The mystery remains
The steps of the Cote des Basques, the Rocher de la Vierge, the esplanade of the Casino or the Bellevue, the Hotel du Palais… The exact location of the event has not yet been announced. This silence, carefully maintained by the house, only adds to the anticipation. One thing is certain : wherever the setting, the Atlantic will be the backdrop.
A world-class event
This Cruise collection will be watched with particular attention worldwide, as over the past year Matthieu Blazy has undertaken a spectacular modernisation of the brand while drawing strength from its historical roots. International press, buyers, celebrities, influencers — Biarritz will experience, for one evening, one of those nights to remember.
For us, the
See you on April 28th.
By Peio Tango · icibiarritz.com