Chanel AW14: Karl's Supermarket Sweep

Chanel AW14 - Paris Fashion Week

(Image credit: Rex Features)

What can we say that hasn't already been punned all over Twitter? If the point of the much-Instagrammed fashion show was to give its guests a true experience, there is no bigger dream-to-reality creator than Mr Lagerfeld.

This morning, he turned the Grand Palais into his very own hypermarché, complete with tins of petit pois as grown in Les Jardins de Gabriel, Paris-Edinburgh branded whiskey, Coco cooking oil, Chanel-stamped door mats and even power drills and hi vis vests. Move over Monsieur LeClerc.

Guests were free to roam the aisles pre-show. The fromage stand! The charcuterie! The ear buds! It was too much. Our iPhones were zapped out of juice by the sheer volume of pictures to take (us by a shopping cart. By the aubergines. By the chanellified madeleines.). Our seats were cardboard boxes, the espresso was served in Chanel shopping centre branded cups - in Chanel world nothing is overlooked.

Cara Delevingne came out brandishing a duster, Stella Tennant filled up her basket, Edie Campbell couldn't stop giggling.

They wore trainers and knitted orange jumpsuits, tweed covered sunglasses, cellophane wrapped handbags and sweetie bracelets created out of those interlocking Cs. Cara danced Karl around the aisles as is her way with a finale.

When the tannoy announced that the Chanel shopping centre was now closing, the front row leapt out of their seats and raided the shelves for all the Chanel branded groceries they could grab. Alas, they were frisked on the way out. Then Rihanna, Cara D and Joan Smalls raced around in the trolleys.

If only all weekly shops could be this fun, this glamorous and this wry. Fast fashion? Supermarket chic? Disposable style? Clean up in aisle no.5? The king has spoken. Lord only knows what he'll do next season.

See all the pics from the incredible Chanel AW14 show.

Victoria Moss is a freelance fashion and lifestyle writer. Previously fashion director at the Evening Standard, she’s held positions at the Telegraph, InStyle and Marie Claire. She’s written for The Times, The Sunday Times, Vogue, ELLE, Stylist & Grazia among others. She lives in London with her husband, daughter and French Bulldog, Betty. Victoria also writes the weekly Substack newsletter, Everything is Content.