As the creative director of Chanel, Virginie Viard has frequently relied on a trusted group of photographers for the brand’s iconic advertising campaigns. Known for her consistent choices, Viard has worked regularly with photographers such as Inez van Lamsweerde & Vinoodh Matadin and Mikael Jansson. However, for the Chanel Coco Beach campaigns, she has shown a willingness to experiment. Following the unexpected announcement of her departure from Chanel earlier this month, Viard has once again demonstrated her creative flexibility.

Last year’s Coco Beach campaign featured Vivienne Rohner, captured by Theo Liu. For the 2024 edition, Viard selected American photographer Cass Bird to work with Danish model Olivia Vinten. The shoot took place in the sunny Mediterranean city of Marseille, which also served as the backdrop for Chanel’s recent Cruise 2025 collection presentation. Olivia Vinten is seen posing in various picturesque locations around the port city, adding a vibrant and fresh energy to the campaign.

IMAGES | FACEBOOK/CHANEL