Chanel turns itself into a giant supermarket for fashion week

Most designers try to make consumers dream at their fashion shows, but Karl Lagerfeld sought to bring them back into real life by presenting his latest collection in a spoof Chanel supermarket. “For me the supermarket is the pop art of today,” Lagerfeld said on Tuesday after the show, admitting he rarely went to supermarkets himself. Pushing brightly colored trolleys and pretending to exchange gossip, models picked up products with tongue-in-cheek labels such as Coco beer bottles, Chateau Gabrielle white wine and Chanel crémeuh – or creamoo – milk. Others carried metallic baskets adorned with Chanel’s iconic handbag chains.