Chanel’s New Era: Matthieu Blazy’s Appointment and the Future of Heritage

Luxe magazine Switzerland
Oct 12
3 min read

Updated: Oct 15

Chanel’s New Era: Matthieu Blazy’s Appointment and the Future of Heritage

When Chanel formally appointed Matthieu Blazy as Artistic Director in December 2024, it was more than a personnel change it was a strategic recalibration. Blazy, 40, a French-Belgian designer, succeeded Virginie Viard, taking charge of haute couture, ready-to-wear, and accessories, stepping into one of fashion’s most scrutinized positions.

Who Matthieu Blazy Is and Why He Matters

Blazy built his reputation through steady, high-quality work across European houses. He trained at La Cambre in Brussels and then held posts at Raf Simons, Maison Margiela, Celine, and Calvin Klein. In 2021, he became Creative Director at Bottega Veneta, where his collections were praised for elevated craftsmanship, subtlety, and innovation.

His appointment at Chanel reflects the maison’s strategic priorities. Leadership — including President Bruno Pavlovsky, CEO Leena Nair, and Chairman Alain Wertheimer — emphasized that Blazy would “play with the codes and heritage of the House,” combining audacity, a commitment to materials, and deep respect for artisanal legacy.

Chanel’s Context Before Blazy

Before Blazy stepped in, Chanel was in transition. Virginie Viard, who had taken over after Karl Lagerfeld’s death, departed in June 2024 amid speculation about the house’s future visual direction.

Financially, Chanel reported revenue of approximately $19.7 billion in 2023, a 16% year-on-year increase. Growth was broad-based, driven by ready-to-wear, accessories, beauty, and leather goods. The brand remained among the top luxury houses, thriving in many markets even as the wider sector faced macroeconomic headwinds.

First Collection: Continuity and Change

Blazy’s debut Spring/Summer 2026 collection balanced continuity with innovation. Reports from Who What Wear, Reuters, and Vogue Business highlighted:

Signature Chanel codes (tweed, camellias, structured handbags) reinterpreted with modern touches: deconstruction, “worn” textures, elongated silhouettes, and frayed edges.
Visual storytelling: presentations featured celestial and solar system motifs, creating a metaphorical “Chanel universe.”
Accessories: classic bags appeared more “lived-in,” and shoes blended tradition with architectural innovation.

These elements reflected Blazy’s style at Bottega Veneta trompe l’oeil effects, fluid leathers, bold textures while honoring core Chanel codes.

Strategic Implications for Chanel

Blazy’s appointment has clear strategic dimensions:

Rejuvenation: Attracting a younger, global audience seeking authenticity and modern style, rather than mere reproductions of classics. Blazy was chosen for his ability to balance tradition and modernity.
Focus on Craftsmanship: Continuing Chanel’s collaborations with Métiers d’Art and historic ateliers. Blazy emphasizes skill, materials, and detail.
Economic Performance: Managing market pressures, costs, and expectations. While 2023 revenues were strong, regions such as China remain sensitive to economic fluctuations.
Brand Image & Storytelling: Blazy stands out not through celebrity allure, but through dedication, detail, and vision, reflecting Chanel’s choice for a more discreet, product-focused creative leadership.

Challenges & Risks

Potential hurdles include:

Reconciling long-time clients attached to classic codes with new expectations of modernity.
Managing costs: materials, labor, inflation, logistics, and competition remain impactful, even in luxury.
Market reactions, especially among Asian and younger consumers, who may perceive the changes as a dilution of heritage.
Avoiding superficial trends: the public expects lasting depth, not fleeting spectacle.

Matthieu Blazy’s nomination at Chanel represents more than a creative change: it embodies a heritage house reaffirming its resilience while shaping its future. Through his focus on craftsmanship, legacy, and subtle innovation, Blazy appears ready to write a chapter where elegance is measured not just by visible audacity, but by invisible precision.

Beyond every new creative director, there is more than a change of style there is a statement about what kind of culture fashion chooses to lead