Luxury brand Chanel launched its first state-side pop-up shop this July, in Aspen, Colorado. Karl Lagerfeld showed his distinctively western-style Métiers d’Art Paris-Dallas collection in Dallas, Texas, last December – and now the collection has appeared, publicly showcased in a small modern boutique above the Casa Tua restaurant and club. And just my luck, I happened to be in town the last night the pop-up was open! Giddy. I was on a mission to track it down and that I did.
Without a doubt, this collection felt right at home in Aspen as it did in Dallas. It’s completely over-the-top western Americana, with stars, fringe, holsters (for your Chanel No. 5, of course), belt buckles and boots. The large wood-clad room over the Casa Tua captured the thematic and served as the perfect setting for such glamor. Feather-capped mannequins and the classic Chanel logo in Neon centered around a large fireplace anchored the room. Around the edges, individual pieces from the collection hung and yes, I was tempted to try on the furry/feathered long-sleeve bolero jacket, but at $6,250, I admired it from the hanger. I left only with a well-designed, gilded-edge lookbook, featuring Kristen Stewart as Lagerfield’s muse for this collection, so my designer heart was happy without a hit to my pocketbook.
While I am confident that Chanel sold quite well in Aspen over the 10 days it was there, the pop-up shop is more about exposing your brand in a new light, to a new audience and breaking out of your brand boundaries for a precious limited time, which Chanel did on some levels, albeit somewhat safely in the affluence that is Aspen proper. The next day, I walked by just to see if there was anything left, and it was as if it had been only a dream. A brilliant French dream in the middle of the Colorado mountains. I look forward to seeing where the next one pops up.
Photo credits: Allison Emery