Chanel's shocking choice of Matthieu Blazy sparks debate about the future of luxury fashion
- Matthieu Blazy has been appointed as the new creative director of Chanel following Virginie Viard's departure.
- Blazy, once the design chief at Bottega Veneta, is tasked with signaling a new aesthetic for the brand.
- His appointment comes during a challenging time for the luxury sector, which is facing an industry-wide slump.
In France, the luxury fashion house Chanel has made a significant appointment, selecting Matthieu Blazy as its new creative director. This announcement was made public on Thursday, December 12, 2024, following months of speculation regarding the high-profile position that became vacant after the departure of Virginie Viard in June 2024. Blazy, previously a design chief at Bottega Veneta, is now charged with redefining the aesthetic of Chanel, a brand known for its iconic products, which include tweed jackets, double-C logos, and the legendary No. 5 perfume. This change comes at a challenging time for the luxury industry, which is experiencing a downturn that has prompted many brands to rethink their strategies and offerings. The importance of this role cannot be understated, considering Chanel's status as the world's second-largest luxury label after LVMH's Louis Vuitton. The brand, owned by the Wertheimer family, continues to thrive, with sales reportedly increasing by 16% in the previous year to reach nearly $20 billion. This growth indicates a resilient demand for luxury goods despite broader economic pressures. Blazy's appointment is viewed as a pivotal moment for Chanel, aiming to navigate the complexities of the luxury market while potentially introducing fresh designs and ideas that resonate with contemporary consumers. As the brand faces challenges brought about by market slumps, the expectations placed on Blazy are significant. Previous creative head Virginie Viard had been an integral part of Chanel for nearly three decades, collaborating closely with the late Karl Lagerfeld and taking over leadership after his passing in 2019. Following Viard's unexpected exit, the fashion community has been keenly interested in who would step in to guide Chanel through this tumultuous phase. Alain Wertheimer, global executive chairman, and Leena Nair, global chief executive officer, have both praised Blazy's abilities, marking him as a standout designer of his generation. The ripple effects of Blazy's vision for Chanel will likely influence not only the brand's immediate future but also the overall dynamics within the luxury fashion sector.