Model shoppers: Chanel show offers supermarket chic

Models strode through brashly coloured drinks aisles bearing shopping baskets covered in Chanel chain-link. Before and after the show, guests browsed through a store where even the ketchup was Chanel. Lagerfeld’s shopping emporium was fully stocked with Chanel water, Chanel ham – even Chanel-stamped eggs. The hardware section had Chanel spades and doormats.

The allure of free goodies prompted a near riot as guests dashed for the shelves once the show was over. Sadly, only the fruit and vegetables were on offer, as the rest of the food had been promised to the homeless of Paris.

The show has already been brandjacked by George at Asda. The Walmart-owned supermarket posed lookalike models dressed in clothes from its clothes label George in its aisles.

Chanel is on a roll. To read about its inspired summer 2014 couture collection, read our Making the Running seed.