Matthieu Blazy takes charge at Chanel amid industry changes

In December 2024, French luxury fashion house Chanel announced the appointment of Matthieu Blazy as its new artistic director, succeeding Virginie Viard. This significant move comes after Viard's departure earlier in the year, marking the end of her five-year tenure where she aimed to extend the legacy of the late Karl Lagerfeld. Blazy, who previously led Bottega Veneta's creative direction and successfully updated its signature woven patterns, is expected to revitalise Chanel while respecting its rich heritage, established by its founder Coco Chanel in 1912. The announcement follows a search for a new creative leader that attracted interest from various notable designers, illustrating the intense competition within the high-fashion industry. Given Chanel's standing as one of the world's leading luxury brands, with annual sales nearing $20 billion, Blazy's role is crucial, particularly in navigating challenges in a slowing market, especially in China where luxury sales have dwindled. The appointment has garnered attention within the fashion community, as Blazy’s innovative designs and collaborative efforts are anticipated to define a new direction for Chanel, a brand long synonymous with heritage and elegance. The change of leadership is not only seen as a transition for Chanel but also as a reflection of evolving trends and consumer preferences in the luxury market, prompting discussions about the future of the brand under Blazy's vision. It remains to be seen how he will balance the expectations that accompany such a prestigious role while also infusing a modern perspective into the company’s creative output.