Reinventing Chanel
Matthieu Blazy’s arrival at Chanel has sparked up conversations about the future of the French label, signalling a new chapter for the acclaimed fashion house.
After many speculations, the new creative director for Chanel has been at last announced this past week. Set to debut his first collection in October 2025, the former director of Bottega is the new leader of one of the most popular luxury fashion brands. Since Karl's successor Virginie left Chanel, fashion enthusiasts and professionals have been speculating about who was going to take on one of the most desired jobs of the industry. Simon Jacquemus and John Galliano were the favourites of fashion predictors and the news about Matthieu Blazy might have come as a surprise for many, as he was doing incredibly well at Bottega Veneta. Known for his previous role at the Kering owned luxury brand, Blazy has exhibited many qualities that are warranted when managing a fashion house such as Chanel.
Matthieu Blazy announces new role at Chanel in latest Instagram post. Photographed by Dana Lixenberg. Available via Matthieu’s Instagram page. © All rights belong to their respective owners. No copyright infringement intended.
The French brand is known for its bags, fragrances and luxurious tweed sets, most of which were explored and revived during Karls Lagerfeld’s legacy. Virginie Viard, Karl’s right hand, had quite big shoes to fit in as his successor. Her tenure at the French fashion house disappointed many and was seen as stale and overdone. Although Chanel sales haven’t suffered a decrease, fashion critics were struck by the disparity between Viard’s and Lagerfeld’s vision for Chanel.
Margaret Qualley is the face of the latest Chanel campaign set in Paris. Photographed by Inez & Vinoodh. Available via V Magazine. © All rights belong to their respective owners. No copyright infringement intended.
Veneta’s craftsmanship is what attracts customers, showcasing from leather that mimics denim to their signature woven leather bags, Matthieu possesses an extensive understanding on creating original silhouettes and bold proportions. While the similarities between these two iconic fashion houses may not be immediately evident, Matthieu has the potential to infuse Chanel with a fresh vision drawn from his previous collections at Bottega Veneta, all while preserving Chanel’s essence of innovative fashion shows and master tailoring. A Bottega piece is instantly recognisable, much like a Chanel item, even in the absence of logos. Both brands harbour distinct styles that resonate with fashion enthusiasts worldwide.
Jacob Elordi models the new Bottega Veneta collection after being announced as the new brand ambassador. Photographed by Alec Soth. Available via Matthieu’s Instagram page. © All rights belong to their respective owners. No copyright infringement intended.
A majority of Chanel aficionados have been asking for a new director for years and Matthieu seems to have what it takes to elevate the French fashion house. Blazy knows how to make luxury truly exclusive. At Bottega Veneta, the esteemed designer took an unconventional approach and erased the brand’s social media presence almost entirely. Although platforms, such as Instagram and TikTok, are imperative for a brand to succeed and reach broader audiences nowadays, Matthieu found a way to captivate the audience’s attention without a brand page.
In conversation with Vogue, Lagerfeld said "I play with Chanel's elements like a musician plays with notes. You don't have to make the same music if you are a decent musician", encouraging designers to bring their own vision to an already established label, in hopes of keeping it relevant and fresh. Blazy has the chance of bringing his own modern take on the brand, however it can be hard to do so in such a classic house keeping those elements and balancing it with modern ones. Karl Lagerfeld transformed this role into one of the most desirable ones in the industry, the search for a creative director that can offer 10 collections a year was extensive and, as one of the biggest fashion houses, making the wrong choice is not an option. As Blazy prepares himself to enter one of the most demanding jobs in fashion, the expectations are high and the pressure is on. However, Matthieu could have the opportunity to surprise his audience in the best way.
We can’t talk about Matthieu’s exit without mentioning the new Bottega director and former Lacoste and Carven designer, Louise Trotter. With the lack of women in leading positions within not only the Kering group, but also the entire industry, this announcement has brought optimistic views on the company’s next steps towards a more diverse lineup of creatives in charge. It will be exciting to see her transition to Bottega and what changes will follow.
Earlier this year, Bottega announced Jacob Elordi as its new brand ambassador, attracting a curious younger crowd. Alongside the “Saltburn” actor, the world’s most beloved couple ASAP Rocky and Rihanna are also big fans of Matthieu’s vision and elevated Bottega’s appeal. Chanel famously doesn’t offer a men’s collection, it will be interesting to see if the new creative director embodies a more androgynous approach. As we anticipate the future of Chanel, we can’t help but wonder who the next faces of Chanel will be with Blazy in charge. Currently Margaret Qualley, Kristen Stewart and Lily Rose Depp frequently make red carpet appearances wearing Chanel, frequently landing them on worst dressed lists. However, with Matthieu taking charge, there is hope that we might finally start to see a shift towards a bolder and more inventive portrayal of Chanel.
