Chanel has officially named Matthieu Blazy as its new artistic director, ending months of speculation following Virginie Viard’s departure in June of this year. The appointment marks a pivotal moment for the iconic French fashion house, founded in 1910 by Gabrielle “Coco” Chanel, as it seeks to redefine its creative vision in an increasingly competitive luxury market. Matthieu Blazy is set to make history as the fourth head designer of Chanel. He follows in the footsteps of Virginie Viard, Karl Lagerfeld, and the brand’s founder, Gabrielle “Coco” Chanel.
In a press release, Chanel’s President of Fashion, Bruno Pavlovsky, expressed his enthusiasm for Blazy’s appointment, stating he was “delighted” with the decision.
“I am convinced that he will be able to play with the codes and heritage of the House, through an ongoing dialogue with the studio, our ateliers, and our Maisons d’art,” read Pavolovsky’s statement. “His audacious personality, his innovative and powerful approach to creation, as well as his dedication to craftsmanship and beautiful materials, will take Chanel in exciting new directions.”
As Blazy takes the helm at Chanel, he is stepping down as creative director of Italian luxury label Bottega Veneta. A joint statement from Kering and Bottega Veneta announced that Louise Trotter will succeed him, with her tenure beginning in January 2025.
“I am pleased to welcome Louise as our new Creative Director. Her aesthetic seamlessly combines exquisite design with sublime craft and her commitment to cultural advocacy aligns beautifully with our brand vision,” Bartolomeo “Leo” Rongone, Chief Executive Officer of Bottega Veneta, said in a statement. “Through her sophisticated lens, Bottega Veneta will continue to celebrate its heritage while preserving modern relevance. I also want to express my profound appreciation for Matthieu, who has been an extraordinary partner in infusing our brand with desirability, emotional resonance, and intellectual identity.”
So, what could this mean for the future of Chanel and Bottega Veneta?
Matthieu Blazy’s Background
Born in Paris in 1984, Matthieu Blazy honed his design skills at La Cambre in Brussels, one of Europe’s top fashion institutions. His career began with a role as Men’s Designer for Raf Simons, setting the stage for an impressive trajectory through some of fashion’s most prestigious houses.
Blazy’s creative journey continued at Maison Martin Margiela, where he worked on the avant-garde ‘Artisanal’ line and the Women’s Ready-to-Wear collections. In 2014, he joined Céline as Senior Designer, contributing to the brand’s celebrated minimalist era.
His professional path reunited him with Raf Simons at Calvin Klein, where he played a key role from 2016 to 2019. By 2020, Blazy took on the position of Ready-to-Wear Design Director at Bottega Beneta, later ascending to Creative Director, where he earned critical acclaim for redefining the brand’s modern luxury aesthetic.
What Matthieu Blazy’s New Position Means for Chanel
Matthieu Blazy’s appointment as Chanel’s new artistic director marks a significant turning point for the French fashion house, heralding a fresh creative vision for one of the world’s most iconic luxury brands. As the fourth head designer in Chanel’s history, Blazy’s arrival signals a desire for innovation while maintaining the brand’s storied heritage.
Blazy’s extensive experience, from his tenure at Raf Simons, Maison Martin Margiela, and Céline, to his leadership role at Bottega Veneta, positions him as an ideal figure to navigate Chanel into a new era. His creative direction is expected to bring a refined yet bold approach to the brand’s collections, infusing modernity while respecting the craftsmanship and timelessness that Chanel is known for.
Reports suggest that Matthieu Blazy is an excellent choice to lead Chanel, with many in the fashion industry praising his talent, pedigree, and gravitas. According to The Hollywood Reporter, Blazy is poised to elevate the brand’s visibility and perception, capturing the attention of both fashion fans and Hollywood insiders alike.
An industry favourite, Blazy has already made his mark by creating stunning red carpet looks for A-list stars such as Jennifer Lawrence, Jacob Elordi, Michelle Yeoh, and Nicole Kidman. His strong relationships with high-profile figures in entertainment further solidify his position as a key figure capable of driving Chanel forward in both the fashion world and the broader cultural zeitgeist.
Matthieu Blazy’s style is characterised by sleek, sophisticated tailoring, enhanced with touches of leather and unconventional accessories. While this may differ from Chanel’s iconic heritage of quilting and boucle, it offers a fresh visual update that could serve as a modern twist on the brand’s distinctive aesthetic.
Blazy said in a press release: “I am thrilled and honoured to join the wonderful House of Chanel. I look forward to meeting all the teams and writing this new chapter together.”
It’ll be interesting to see what Blazy does after Viard’s departure. During her tenure, Virginie Viard achieved several milestones that both expanded Chanel’s reach and honoured its legacy in innovative ways. One standout moment was the Métiers d’Arts show in Dakar, which marked Chanel’s first fashion event in Africa. This groundbreaking showcase not only emphasised the brand’s commitment to cultural diversity but also celebrated the continent’s rich artistic traditions.
Viard’s impact went beyond the runway. She worked tirelessly to cultivate connections with the female community, with collaborations with Chanel ambassadors like Margaret Qualley and Riley Keough underscoring her dedication to empowering women and highlighting their talents in the fashion world. Through these initiatives, Viard not only reinforced Chanel’s position as a global luxury leader but also championed inclusivity and female solidarity in the modern era.
The Future of Bottega Veneta
News of Louise Trotter’s appointment at Bottega Veneta has already begun making waves, capturing attention across the fashion world. The distinguished British designer, whose impressive career includes stints as creative director of Carven and former creative director at Lacoste and Joseph, is set to take the reins at the Italian house in January 2025. Known for her ability to blend real-life inspiration with meticulous craftsmanship, Trotter’s arrival marks the beginning of an exciting new chapter for Bottega Veneta. Her design approach, which marries innovation with tradition, holds the promise of a refined yet daring reinterpretation of the brand’s luxurious, understated aesthetic.
What Does it Mean for the Asian Consumer?
For the Asian consumer, both Matthieu Blazy’s appointment at Chanel and Louise Trotter’s upcoming role at Bottega Veneta signal exciting shifts in the luxury fashion landscape. These changes come at a time when Asian consumers, who represent a significant portion of the global luxury market, are increasingly drawn to brands that combine heritage with a forward-thinking approach.
Blazy’s arrival at Chanel brings a fresh creative vision to a brand already adored across Asia for its timeless elegance and high status. His sleek, modern sensibility could appeal to younger, fashion-savvy consumers in markets like Japan, South Korea, and China, where there is a growing demand for both tradition and innovation. Blazy’s red carpet designs for stars like Jennifer Lawrence and Michelle Yeoh further solidify Chanel’s connection to the Asian entertainment industry, helping to maintain its cultural relevance.
Meanwhile, Trotter’s appointment at Bottega Veneta promises a similar blend of refined craftsmanship and contemporary inspiration. As the brand evolves under her leadership, it’s likely to resonate with Asian consumers who value authenticity and understated luxury. Trotter’s ability to marry innovation with tradition will likely enhance Bottega Veneta’s appeal, particularly in markets where exclusivity and craftsmanship are highly prized. Together, these leadership changes at two major luxury houses may offer a new wave of design that speaks directly to the tastes and desires of the Asian luxury consumer.
BurdaLuxury’s Lens
As we look toward 2025, the appointments of Matthieu Blazy at Chanel and Louise Trotter at Bottega Veneta signal a profound evolution in the fashion industry, one that promises to redefine the intersection of tradition and innovation. These creative shifts represent more than just the ushering in of fresh talent – they mark the beginning of a new era in luxury fashion where heritage is reinterpreted for a new generation of consumers. Blazy’s sleek, modern vision for Chanel and Trotter’s meticulous craftsmanship for Bottega Veneta will likely set the tone for an increasingly dynamic and multifaceted fashion landscape. In a time when the demand for authenticity, inclusivity, and innovation is at an all-time high, these changes suggest that fashion in 2025 will be defined by a delicate balance: a return to craft and tradition, yet a bold step into the future, with brands eager to redefine luxury for an ever-evolving global audience. What emerges will not just be new collections, but a reflection of the industry’s ability to adapt, innovate, and remain relevant in an increasingly complex cultural and economic environment.
