Fashion giant, Chanel has taken their Fall/Winter 2014 ad campaign to the boxing ring, throwing quite the curveball in the fashion world. The brand, which showed its collection on a supermarket themed runway and received booming praise and support for the theme, switched things up by putting their models in the boxing ring.

Model Cara Delevingne, the face of the campaign, was pictured in various poses with the workout setting in the background. Karl Lagerfeld, the label’s designer, remarked on their choice to make Delevingne the face of their brand. He said in an interview with the Sunday Times: “She’s a character. She’s the Charlie Chaplin of the fashion world. She is kind of a genius, like a character out of a silent movie. I would see her better in a silent movie than a talkie because she over-accents the movement. Girls admire her like they used to Kate Moss. They all want to be as free as her.”
Model Binx Walton modeled alongside Delevingne in the sporty ad campaign, rocking black leather joggings pants and a series of black jackets. Perhaps the label, in switching the scene, aimed to prove just how sporty, casual and versatile their collection is. Yet, even with all the praise Chanel received, many of the forum members at The Fashion Spot were not happy with the ad campaign.

User LylaScans commented: “The boxing club is totally random. Next will be Prada in a rock-climbing venue and Givenchy in a Pret-a-Manger toilet.
Another user took to criticizing the model choices, asserting that Walton and Delevingne do not satisfy the Chanel girl qualities. User TeeVanity writes: “Karl needs to get Freja back and deliver that magic he used to deliver with her during her Chanel campaigns reign. I am absolutely disappointed with this. We got a Chanel supermarket theme for the collection showing and this is what the campaign looks like?”