Chanel’s iconic tweed is getting a jeweled transformation.
Tweed has been linked to the luxury fashion brand since the 1920s, often seen in its haute couture and ready-to-wear collections. However, for the first time in Chanel history, tweed is being woven into the brand’s 2020 high jewelry collection—uniting two of its most emblematic trademarks: tweed and pearls. Labeled Tweed de Chanel, the 45-piece collection is in honor of Coco Chanel’s favorite handwoven Scottish cloth. The collection will feature intricate pieces made from diamonds, pearls, and sapphire—all “woven” to reflect the distinctive pattern. The ornate collection will also include tweed-inspired rings, necklaces, watches and more.
Chanel’s jewelry collection solidifies the brand’s differentiation, as tweed is most notably aligned with the brand. Chanel investing in this distinct advantage could help sales, according to a Gartner report on the topic. By paying homage to Chanel’s origin, the collection can take on a timeless appeal for fans and consumers, as well. Chanel has yet to promote the jewelry line on social media, where the brand has amassed 50 million followers, but given the collection is not yet available to the public for purchase, this move is unsurprising.
Tweed de Chanel is the latest chapter in the luxury fashion brand’s history. The jewelry line shows Chanel’s ability to take a unique spin on a classic pattern to stay modern in the ever-changing fashion landscape.