Matthieu Blazy to lead Chanel. Are Chinese shoppers convinced?

In a highly anticipated move, Chanel has appointed Matthieu Blazy as the luxury house’s new creative director. Blazy, who has spent the past three years as the creative director of Bottega Veneta, will take over from Virginie Viard, becoming the fourth creative director in the iconic brand’s storied history. He is expected to officially begin his role in the first half of 2025, with his debut collection slated for the Spring/Summer 2026 ready-to-wear show in October. Blazy’s appointment marks the beginning of a new era for Chanel, following in the footsteps of legendary designers Gabrielle Chanel, Karl Lagerfeld, and Virginie Viard. In his new role, Blazy will oversee all of Chanel’s haute couture, ready-to-wear, and accessory lines, reporting directly to Bruno Pavlovky, the president of Chanel’s fashion division. Known for his craftsmanship and distinctive approach to design, Blazy’s appointment has sparked widespread excitement in the fashion world. Born in 1984 in Belgium, Blazy began his career as a menswear designer under Raf Simons, before moving on to renowned houses such as Maison Margiela, Celine, and Calvin Klein. His tenure at Bottega Veneta was particularly transformative, where he elevated the brand’s image through masterful tailoring and a keen focus on practicality. His designs, lauded for their refined details and innovative approach to structure, breathed new life into the brand. Industry insiders and fashion enthusiasts alike have expressed high expectations for Blazy’s tenure at Chanel, particularly in regards to craftsmanship and quality. His ability to merge functionality with aesthetic appeal is seen as a major strength that could rejuvenate the French maison’s offerings. On Weibo, many Chinese netizens have voiced their enthusiasm. “I think Matthieu’s business capabilities are well recognized and have earned him wide acclaim. He’s young and capable of handling the six major collections Chanel releases each year, plus everything else that comes with it,” said Weibo user @Regardez. “Ultimately, he’s someone who truly understands fashion. It’s definitely worth looking forward to!” Fashion designer Li Wei, founder of the clothing brand Awaylee, shared more cautious thoughts on the appointment, reflecting on the missed opportunity for a bolder, more disruptive direction. “I was hoping for someone with a global influence like John Galliano to bring Chanel to new heights. Instead, they’ve chosen Blazy, whose approach feels more focused on stability and maintaining existing clientele. It’s a very conservative strategy,” she commented on Weibo. Weibo user HeyXiaogang (@嘿小刚) expressed his mixed feelings about Blazy’s departure from Bottega Veneta, stating: “I think he could have achieved even greater things at Bottega Veneta, but it’s hard to resist the allure of Chanel.” Others have shown strong support for the decision. Fashion blogger Fashion_BangZ noted: “In his three years at Bottega Veneta, Matthieu’s exquisite creativity has been beloved by both consumers and critics. He helped make BV one of the few Kering brands with strong growth.” Bottega Veneta’s revenue in the third quarter of 2024 was up 5% YoY on a comparable basis. Notably, revenue growth in the house’s directly operated retail network was solid, rising 9% on a comparable basis. However, with Blazy’s exit, some remain unsure of the future of Bottega Veneta. It has been confirmed Louise Trotter will be the new creative director at the Italian maison. Blazy’s appointment represents a key moment for Chanel. As Pavlovsky remarked: “We hope to work with Matthieu for 10, 15 years, or even longer. Together, we will rewrite a new chapter for the brand.” Many wonder whether this shift will usher in a more conservative era or strike a thoughtful balance between tradition and innovation. One thing, however, is clear: the fashion world will be watching closely as Blazy leads Chanel into its next chapter.

Matthieu Blazy to lead Chanel. Are Chinese shoppers convinced?

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Published December 13, 2024

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Matthieu Blazy to lead Chanel. Are Chinese shoppers convinced?