Focus on “full look” rather than just bags for Chanel
Luxury brand Chanel hosted its first New York fashion show in seven years at the start of December, with the emphasis firmly on ready-to-wear.
President of Chanel fashion, Bruno Pavlovsky, told the Wall Street Journal that business was “better than ever”.
Chanel posted full-year revenues of $18.7 billion in 2024, a fall of 4.3% compared to the previous year. It appointed Matthieu Blazy as its new artistic director. He took up the role, arriving from Bottega Veneta, in April. The New York presentation in December was his second runway collection for Chanel.
Bruno Pavlosky said the arrival of the new artistic director had given Chanel “an incredible halo effect” and that, in 2025, the company had returned to growth.
But he said clothes designed by Mr Blazy would now be more prominent in Chanel stores. Mr Pavlovsky said he wanted to promote a “full-look approach” and for ready-to-wear to become easier for shoppers to find.
“I do not need to sell more bags,” the president of Chanel fashion told the WSJ. “I am not trying to become a bag company. We are a fashion company.”
