Chanel's book club, "Rendez-vous littéraires rue cambon", is a well-guarded secret among fashion insiders. While Reese Witherspoon's book club is famous for its influence and millionaire business model, not many know about Chanel's literary enclave. Organized by Virginie Viard, Chanel's creative director, and brand ambassador Charlotte Casiraghi, the club sends out tote bags containing select books to its influencers and VIP clients twice a year.
In my opinion, this is an ingenious marketing strategy and a creative way to engage with brand ambassadors and clients. The Chanel woman is depicted as intelligent, well-read, and the kind who spends her evenings in her garden with a book rather than at a raucous rave. The brand’s organized book club further emphasizes the uniqueness of the Chanel client - a uniqueness that, I'm sure, they are quite proud of.
If you're not a Chanel influencer or VIP client but would still like to delve into what the Chanel women are reading, you're in luck. The brand's website features not only the list of selected books but also podcasts with the authors. So you can still partake in the Chanel reading experience from the comfort of your home. This insightful move from Chanel exhibits an intriguing blend of fashion, literature, and intimacy, reinforcing the brand’s connection with its audience.