PARIS — Chanel has officially named Matthieu Blazy as its new artistic director of fashion, marking a new chapter for the iconic French luxury brand. The appointment, announced on Thursday, puts an end to months of speculation about who would succeed Virginie Viard in the coveted role.
Blazy, who was previously the creative director at Bottega Veneta, will oversee all of Chanel’s fashion collections, including haute couture, ready-to-wear, and accessories. He will report to Bruno Pavlovsky, President of Fashion at Chanel. The 40-year-old designer is set to join the house in the first half of 2025, likely by April, with his first collection debuting in October.
Chanel expressed confidence in Blazy’s long-term potential. “We hope to be together for 10, 15 years or more,” Pavlovsky said. “This is just the beginning of our journey.” Blazy replaces Virginie Viard, who left Chanel in June after a mixed five-year tenure. He becomes the fourth official creative director in Chanel’s 114-year history, following in the footsteps of founders Gabrielle “Coco” Chanel and Karl Lagerfeld.
Blazy is known for his sophisticated, modern approach to design and his ability to create highly anticipated collections. He first made a name for himself as creative director of Bottega Veneta, where he revitalized the brand’s image with high-profile runway shows that attracted celebrities such as Jacob Elordi, Julianne Moore, and Kendall Jenner.
“I am thrilled and honored to join the wonderful house of Chanel,” Blazy said in a statement. “I look forward to collaborating with the teams to create the next chapter of Chanel.”
Chanel’s decision to appoint Blazy marks the end of an era, as the house moves away from the legacy of Karl Lagerfeld, who led Chanel for 36 years before his death in 2019. During his tenure, Lagerfeld helped transform Chanel into one of the most recognizable and valuable luxury brands worldwide. After Lagerfeld’s passing, Viard was seen as his natural successor, but her recent collections failed to resonate with some audiences, prompting Chanel to search for fresh leadership.
Blazy’s appointment also signals a shift in the industry. For the first time since Lagerfeld’s appointment in 1983, Chanel has recruited an external designer for the top fashion role. The decision followed an exhaustive search that considered several leading designers, including Hedi Slimane and Simon Porte Jacquemus. Ultimately, Blazy stood out for his “vision of Chanel, his respect for its heritage, and his modernity,” according to Pavlovsky.
Born in Paris in 1984, Blazy is a graduate of La Cambre, a prestigious visual arts school in Brussels. He began his career at Raf Simons, followed by stints at Maison Margiela, Celine, and Calvin Klein, where he worked on both men’s and women’s collections. His time at Bottega Veneta, however, brought him the most attention, where he earned praise for his refined, elegant designs and innovative approach to fashion shows.
Blazy’s appointment is part of a broader long-term succession plan at Chanel, which began with the arrival of CEO Leena Nair in 2021. Nair, a former Unilever executive, is overseeing a generational shift at the company, with the goal of maintaining Chanel’s position as a leader in luxury fashion.
Chanel’s business has been thriving, with 2023 revenues reaching a record $19.7 billion, driven in part by price increases. The brand’s expansion continues, with plans for Blazy to oversee up to 10 collections a year, including two haute couture collections and six ready-to-wear collections. He will not, however, be responsible for the fragrance, cosmetics, or jewelry divisions.
Pavlovsky emphasized that Blazy’s role will be focused on setting the tone for Chanel’s fashion collections, while working alongside a strong team of experts in various areas. “Chanel is much larger than Bottega Veneta,” Pavlovsky said. “You can’t have one person doing everything. It requires a collective effort.”
Blazy’s previous work at Bottega Veneta, including the launch of popular handbags like Kalimero and Andiamo, was a key factor in Chanel’s decision to bring him aboard. Pavlovsky noted that Blazy’s passion for product design and his ability to re-energize a brand’s offerings were central to his selection.
With his deep understanding of haute couture and fashion craftsmanship, Blazy is expected to continue Chanel’s legacy while bringing his own fresh perspective. “Matthieu’s arrival fits perfectly into our dynamic,” Pavlovsky said. “We’re confident he will help take Chanel even further.”
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