CHANEL Métiers d'art 2026 collection is shown once a year, in a city chosen to honor the house's network of specialist ateliers. For the 2025 edition the house chose Seoul - the first time the show had been staged in Asia in nearly a decade, and the first time a Vietnamese title was seated among the international press.
The brief
Marie Claire Vietnam was granted a single editorial accreditation. The brief was to make that one seat produce enough material to sustain coverage across print, digital, and social for a full month, without diluting the house's tightly controlled visual language.
What we did
The team travelled with a compressed two-person crew — one editor, one photographer — and built the schedule around three anchors: the show itself, an atelier walkthrough, and a sit-down with two of the artisans whose work the collection was built to showcase.
That structure gave us a print feature with original photography, a digital long-read published within twelve hours of the show, and a short-form video series cut for social. Every asset came from the same trip.
Outcome
The digital feature became the title's best-read fashion story of the quarter. More importantly, the coverage established Marie Claire Vietnam as a title that international houses can seat with confidence — an accreditation that has since carried over to three further global shows.