For the Chanel 31 Rue Cambon 2020 Métiers d’Art ad campaign, the iconic staircase now serves as the backdrop to the campaign, photographed by Melodie McDaniel under the direction of Sofia Coppola. The models Mona Tougaard, Gigi Hadid, Vittoria Ceretti, Rebecca Leigh Longendyke, Anna Ewers, Ola Rudnicka, Pan Haowen and Blesnya Minher take a celebratory path that leads from Gabrielle Chanel’s legendary address to the restaurant and the dancing of La Coupole in Paris.

“We thought about the original shows that were held at 31 rue Cambon, and how great it must have been to see the models walking by so close, and the setting by Coco’s mirrored staircase, which always gives me a thrill to see,” explains Sofia Coppola.

The chromatic range draws from the emblematic colors of Chanel: white on a long fluid dress and a satin crêpe ensemble; black on a jacket in jersey embroidered with multicolored strass and a richly embroidered tweed coat in wool and cashmere; but also gold, on a quilted bronze coat, a dress and a delicate lace ensemble swathed in flowers.

Embroidery by the House of Lesage, whether it is an ear of wheat, ribbons or pearls, punctuates several creations. The feather and flower maker Lemarié renders sublime a black lace dress, an ecru skirt embellished with double Cs, and a white cape in silk organza printed with camellias. This flower, so dear to Gabrielle Chanel, entirely covers little evening bomber jackets. Tweed is blended with sequins on a jumpsuit finished with a plastron, and a short suit jacket and pencil skirt. Chains are also among the symbols celebrated and are worn with strands of pearls, bows or camellias. The jewelry – cuff bracelets, necklaces, sautoir necklaces, pendants and chokers – complete the look.

A true embodiment of the spirit and the energy of 31 rue Cambon, this series of photographs summons the legend of this unique place, its effervescence and its eternal modernity.