Chanel ready to wear fall winter 2016 – 2017 collection is about classic Chanel at its most delightful, and yet also speaking to a trend of the moment.

For Chanel fall 2016 ad campaign, Karl Lagerfeld did something never done before. Tired of a girl holding a bag posing for pretty photos, Karl Lagerfeld introduced advertisement collage, using the technique of art production to present Chanel fall 2016 collection.

“I wanted to have another approach for the ad, and for Chanel’s image. I wanted to make collages. I love collages and I thought the collection was really suitable for collages. I wanted to do something else that we have never done before. It is not an artistic research. It is an inspiration without roots — spontaneous. And making collages with a computer was impossible before.” said Karl Lagerfeld.

The pictures of Mariacarla Boscono and Sarah Brannon, styled by Carine Roitfeld, dressed in Chanel fall 2016 collection, were assembled on the background of Chanel’s classic silhouette including tweed, camellia, binding leather and quilting.

The collage may look colorful, quirky and cartoonish but they are straight down captioning the theme of Chanel fall 2016 collection. It’s a reconfirmation that the obvious house accouterments are still important to the collection as opposed to the doubt of playing down on them. “I use them now in oversize and overvolume. I use them in scarves and things like that — jackets and coats, and things like this.” as Karl Lagerfeld commented on Chanel fall 2016 fashion show.

Scroll down to check out more details of Chanel fall 2016 ad campaign: