Fresh off the runway and blowing up my Instagram feed, Coco Chanel’s supermarket chic themed runway this season clearly hit a desirability hot spot, as evidenced by the fervor of heavy hitter coverage

As a brand with perhaps some of the most covetable products in the fashion industry, this remixing of high end exclusivity and the everyday banal environment of a supermarket created a desirable and interesting tension between product and context.

As Mr. Lagerfeld himself explains, “Why a supermarket? It is something of today’s life and even people who dress at Chanel go there — it’s a modern statement for expensive things.”