Data. There is more of it every day. This relentless explosion of so-called smart products amongst many other factors has lead to the creation of ever bigger data centers to house all this data. Although Range International Group in China might be the largest such center in the world and occupies an area of over 6.3 million square feet (585289 square meters), it by no means is the chicest. That honor undoubtedly goes to Data Center Chanel, the whirring electro heart of Chanel’s Spring / Summer 2017 ready-to-wear collection and corresponding advertising campaign starring Chanel favorite Arizona Muse. The print campaign started surfacing over the holidays and so features three looks including the robotic look (pictured) Cris Herrman memorably wore to open the show and which Arizona followed on the runway as the first recognizable face. The new campaign photographed by Karl Lagerfeld and styled by Carine Roitfeld will no doubt prove a hit and ultimately lead to the generation of even more data, albeit the most elegant and refined sort like Arizona herself.

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Credits include: Client, Chanel; Campaign, Spring / Summer 2017; Photography, Karl Lagerfeld; Styling, Carine Roitfeld; Hair, Sam McKnight; Makeup, Tom Pecheux.

Arizona Muse for Chanel Spring / Summer 2017 (Photography: Karl Lagerfeld)

Arizona Muse for Chanel Spring / Summer 2017 (Photography: Karl Lagerfeld)