State of Lux

more.madame is a new website by Chanel & Le Figaro. The high-end digital mag promises new content each week, under the categories of fashion, culture, travel, video games and art. The current instalments include an animated fashion shoot entitled ’24 heures chrono’ and a selection of interviews with French creatives. A separate Chanel Joaillere section contains a series of movies based on Chanel product range. At present only two are available, one focused on the craftsmanship of Chanel jewellery, the other showing a range of watches.

The site is very well produced and certainly conveys a sense of luxury. But the experience is a very linear one and the site lacks any interactivity at all. It’s positive news to see brands such as Chanel engaging with user via digital channels. But to truly benefit from the web they need to relinquish some of the control that for many years has underpinned the very nature of their brand.