Chanel’s archives were rediscovered by Generation Z.

It is unsurprising that fashion has made its way to TikTok, but what is strange is how users perceive particular fashion houses, rather than how specific firms use the platform. While Hermès is the epitome of luxury, consumers of the ByteDance platform continue to have a hazy relationship with Chanel.

On the other hand, an unprecedented rediscovery of the Chanel collections from the 1990s is under way, given the period of maximum splendor of the French fashion house. While criticism is growing for the way the maison dresses its testimonials on the red carpet, in particular Margot Robbie and Kristen Stewart, expanding to a general judgment far from positive about Virginie Viard’s work. Karl Lagerfeld’s whimsical, sophisticated, and fashionable appearances are contrasted to this day with Viard’s inventions, which were deemed boring, repetitious, and lacking in actual creative flare, in the background of Ye’s I Love Kanye, whose text is already pretty explanatory.


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