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For 6 months, fashion’s most sought role had been left vacant; it led to speculation amongst the fashion community on who would take on one of the most revered and lusted-after jobs in fashion, and after months of rumours, the iconic French fashion house, Chanel, has appointed French-Belgian designer Matthieu Blazy to be the new artistic director of the fashion house. “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,” said Blazy in a press statement released by Chanel.
Blazy’s aesthetic is defined by sharp, sophisticated tailoring, abundant use of leather, and unconventional accessories, which feel worlds apart from Chanel’s classic quilted patterns and iconic bouclé tweed. This raises an intriguing question: How might Matthieu Blazy’s distinctive design philosophy reshape Chanel’s icons? As well as, how will the Chanel aesthetic reshape Blazy’s creations? This creative dissonance sets the stage for a fascinating transformation of Chanel’s visual identity, which the fashion world is eager to see.
At Kering’s Bottega Veneta, Blazy earned acclaim for his innovative use of materials, most famously transforming leather into trompe-l’oeil masterpieces that mimicked denim and flannel. His designs often carried a tactile surprise, turning everyday textures into high art. This approach starkly contrasts Chanel’s heritage, where materials like tweed, silk, and quilting have served as the unshakable pillars of the brand’s DNA. Under Blazy’s leadership, these familiar Chanel elements could be reimagined with a fresh perspective—Take, for example, Chanel’s signature tweed. A cornerstone of the brand’s identity, Blazy might push the iconic fabric into uncharted territory. Metallic threads, sculptural textures, or even new compositions could preserve the essence of Chanel’s tweed while making it feel modern and unexpected.
Similarly, Chanel’s iconic quilted bags seem destined for reinvention under Blazy’s direction. His mastery of trompe-l’oeil techniques could lead to bold experiments with texture and pattern, elevating the bag from a luxury staple to an avant-garde statement piece. Chain straps, a hallmark of Chanel’s designs, might also see playful reinterpretations—perhaps through unconventional materials or architectural designs that pay homage to the brand’s legacy while looking toward the future.
Blazy’s work at Bottega also showcased his flair for tailoring, with clean, razor-sharp silhouettes that embraced a contemporary, androgynous sensibility. Chanel’s signature jackets, rooted in feminine elegance and practicality, may now take on a sleeker and modern edge. While Chanel’s designs prioritized movement and comfort, Blazy could add asymmetry or layering to bring these classic forms into the modern age, creating daring yet wearable pieces.
Accessories, where both brands have historically excelled, may become a new playground for innovation. At Bottega, Blazy introduced cult-favorite designs like the Pillow bag and sleek woven footwear that felt both playful and high-concept. Chanel’s quilted handbags, already cultural icons, might evolve under Blazy’s guidance with unexpected materials or bold reinterpretations of their classic chain strap. Likewise, Chanel’s pearls, long symbols of understated luxury, could be given a modern, sculptural twist that appeals to younger, fashion-forward audiences.
Perhaps the most intriguing possibility lies in menswear, an area Chanel has not really explored. Bottega Veneta under Blazy was celebrated for its gender-neutral and unisex pieces, which balanced structure and fluidity. With Blazy’s experience, the maison could expand its menswear line or even blur the lines entirely, offering unisex interpretations of classics like tweed blazers or tailored separates. This shift could broaden Chanel’s appeal without compromising its identity.
Blazy’s appointment not only hints at a transformation of Chanel’s designs but also promises a shift in the spectacle and mood of its runway shows. At Kering’s Bottega Veneta, Blazy earned acclaim for conceptual, minimalist shows that highlighted craftsmanship over theatrics. His understated presentations often placed a spotlight on texture, material innovation, and form, with models walking down stripped-back runways that allowed the garments to take center stage. The aesthetic was modern yet restrained—each look seemed designed to be closely examined for its clever details and tactile surprises
Chanel, on the other hand, is synonymous with elaborate, storytelling-driven runways that evoke a specific mood or transport the audience to an entirely different world. Under the late Karl Lagerfeld and, more recently, Virginie Viard, Chanel’s shows have taken place in grand settings like a recreated French bistro, an alpine ski village, and even a space station in the Grand Palais. These theatrical displays paid homage to the house’s rich history while crafting unforgettable, larger-than-life narratives.
Blazy’s vision might bring a new rhythm to Chanel’s runway presentations. This shift in presentation would mark a bold evolution for Chanel, redefining how the brand tells its story to the world. By placing innovation and craftsmanship at the forefront, Blazy could bridge Chanel’s storied past with a forward-thinking vision, ensuring the house remains not just relevant but also revolutionary in the ever-changing fashion landscape. His approach has the potential to set a new standard for runway storytelling, one where the artistry of fashion speaks louder than any stage.
Ultimately, the contrasts between Blazy’s work at Bottega and Chanel’s traditional codes underscore the boldness of his appointment. Chanel’s legacy of elegance and heritage will meet Blazy’s modern, innovative ethos, creating a new chapter for the iconic fashion house that promises a new trajectory. Matthieu Blazy’s appointment promises to redefine what it means to wear Chanel in an era where tradition and innovation go hand in hand, which the fashion world is eager to see.
