Sandra‘s Closet

I am so excited to be back in Saint-Tropez soon. One shop I will definitely pay a visit to will be the CHANEL boutique that will once again take up residence in the heart of La Mistralée villa. In the wake of major renovation work under the direction of architect and long-time collaborator of the House, Peter Marino, this historic building will be transformed into a permanent showcase. Having hosted the CHANEL fashion collections in temporary settings every summer since 2011, the boutique will now open every year during the summer season to showcase the latest ready-to-wear collections, alongside leather goods, accessories, shoes and costume jewellery as well as a selection of watches and fine jewellery.

More than just a boutique, this setting feels like a holiday home. The façade, with its green shutters, cream-hued walls and anthracite-grey railings, blends the CHANEL codes with colours typical of Saint-Tropez. The summer villa and its conservatory open out onto a Mediterranean garden complete with a pool and pool house. A veritable invitation to sit back and relax under the Côte d’Azur sun.

This new Tropezian sanctuary has been redesigned to echo La Pausa, the villa in Roquebrune-Cap-Martin that was entirely imagined and decorated by Gabrielle Chanel, and which holds a special place in the history of the House. The whitewashed walls, stone staircase and carousel of photographs projected onto a giant screen, resonate with this iconic place. The cut-out mirrors are reminiscent of the legendary folded-mirror staircase at 31 rue Cambon as the spirit of CHANEL subtly infuses every space.

With the entrance hall dedicated to leather goods, accessories, scarves, costume jewellery and eyewear, the ground floor also houses an exclusive selection of timepieces, including the iconic J12, Première and BOY.FRIEND, and the COCO CRUSH, Camélia, Comète and N°5 jewellery collections. An exceptional conservatory welcomes the shoes. A unique chandelier, sunshades and original furniture combining pale toned fabrics and woven leather render the overall effect sublime.

The floor devoted to ready-to-wear can be reached either by a stone staircase or an all-glass elevator that plays with transparency and light. The S/S 2024 ready-to-wear collection as well as the 2023/24 Métiers d’art collection – unveiled last December in Manchester – are presented here. Two areas, each with a salon and dedicated fitting room, complete the ensemble. For an exclusive experience, one of them can be privatised. Hand-painted curtains cast a light, airy feel over the surfaces while bespoke rattan furniture, touches of powder pink and raffia create a warm ambiance in keeping with the spirit of Provence.

Works of art throughout the boutique recall the unwavering connection between the House and the art world. Several lion sculptures – referencing Gabrielle Chanel’s zodiac sign – a painting by Georges Noël, a coffee table by Agnès Debizet, two vases with a golden patina by Johan Creten, and eight ceramics painted by Pablo Picasso – a loyal friend to the couturière – all add to the poetry of the place.

Traversing the townhouse leads into the luxuriant garden, a peaceful haven of Mediterranean plants and ancient bricks. The pool tiled in specially made Italian glass mosaics and the powder-toned pool house showcasing the CHANEL COCO BEACH collection, reflect the essence of the French Riviera.
The CHANEL boutique in Saint-Tropez is an invitation to discover the world of the House against an idyllic backdrop where elegance encounters the art de vivre of the Mediterranean.

CHANEL Saint-Tropez
1 avenue du Général Leclerc
83990 Saint-Tropez
+33 (0)4 94 49 07 47
Open from Monday to Sunday, from 11am to 1:30pm and from 3pm to 7:30pm

LoL, Sandra

Photos: © CHANEL
DISCLOSURE: We may earn commission from links on this page, but I only recommend products I love. Promise. 

CHANEL is returning, as it does every year, to Saint-Tropez to celebrate the summer. For one season, the House is leaving La Mistralée townhouse and settling in the heart of the village. Built on a little town square with typical Provençal charm, a large 340m2 ochre stone residence with blue shutters has been transformed into an elegant boutique hosting the ready-to-wear and accessories collections by Virginie Viard, a selection of jewellery and watches, as well as a range of perfumes.

As if entering a holiday home, clients are welcomed into a shady garden with an outdoor salon surrounded by Mediterranean species. The boutique opens onto a vast vestibule decorated with a stained-glass window – a reference to the stained-glass of the Aubazine abbey where Gabrielle Chanel spent part of her childhood.
The ground floor then unfolds around a single large room punctuated with black columns contrasting with a terracotta floor and white walls set with panels of beige zellij or quilted-effect fabric. A minimalist two- tone architecture where warm spaces are created by sets of furniture, such as the curved lamps and the light-coloured rugs hemmed in black.

This spacious salon presents the S/S 2023 ready-to-wear collection and pre-collection, to be joined in the coming weeks by the CHANEL – Dakar 2023 Métiers d’art collection. Styled on mannequins, the looks are also shown in understated dressing rooms made of stretched woven fabric textured like white tweed. Accessories, small leather goods and costume jewellery mingle with books and decorative objects in large bookcases. Les Eaux de CHANEL fragrance collection also occupies these shelves, like a row of invitations to visit Deauville, Biarritz, Paris, Venice, Edinburgh and of course, the landscapes of the Riviera. The ground floor is also home to two other spaces. The first one is devoted to bags, including the iconic 2.55 and 11.12 bags, along with seasonal creations and new versions of the CHANEL 22 bag. The second one is dedicated to summer with swimwear and beach accessories, sunglasses and from May onwards, a preview of the CHANEL COCO BEACH collection.

Upstairs, the decor combines modern furniture with elements inspired by Gabrielle Chanel’s own apartment: a wheatsheaf table and decorative objects in bronze and rock crystal by Goossens, screens and mirrors. A second stained-glass window softens the sunlight while a space like a contemporary boudoir is home to the Watches and Fine Jewelry, notably the COCO CRUSH and N°5 collections, and the J12, Première and BOY·FRIEND watches. Pale fabric sofas for visitors to try on the season’s shoes, nestle by dressing rooms presenting further ready-to-wear silhouettes. Three large fitting rooms complete this welcoming holiday home, steeped in the art de vivre of the French Riviera.

The CHANEL seasonal boutique in Saint-Tropez will open its doors from 8th April until October.
CHANEL Boutique
78, boulevard Louis Blanc 83990 Saint-Tropez France +33 4 94 49 07 47
Opening hours:
Monday to Sunday 10am to 1pm and 2 to 9pm

LoL, Sandra

Photos: © CHANEL
DISCLOSURE: We may earn commission from links on this page, but I only recommend products I love. Promise!