Chanel head designer, Karl Lagerfeld, led a cast of celebs and supermodels down a supermarket aisle to debut his Fall/Winter 2014-2015 women's ready-to-wear collection in Paris.
A section of the Grand Palais was transformed into the “Chanel Shopping Center” ahead of Paris Fashion Week, which kicked off March 4.
The spoof mart was an interesting alternative to the traditional glitzy affair, where front-row seats were replaced with Chanel-branded pasta, detergent and other mundane household supplies – created just for the stunt.
Lagerfeld told Reuters that Chanel created over 500 different labels and put more than 100,000 items on display, many of which would be later given to charity.
A-list guests included singer Rihanna and actress Keira Knightley. Vanessa Paradis, formerly the face of Coco perfume and lipstick, also starred.
The collection featured a range of large tweed jackets, skin-tight trousers and vibrant casual shoes. Woollen orange jogging suits and pink leggings also added to a particularly retro vibe.
"For me the supermarket is the pop art of today," Lagerfeld told the news agency, before admitting he rarely visited supermarkets himself.
