3 May 2025
“We didn’t choose Matthieu to just ‘do CHANEL,’ we chose him so he could push the boundaries of what CHANEL is, for the future,” CHANEL’s fashion president, Bruno Pavlovsky said. “He will bring his modernity, his way of working — CHANEL is ready to let itself be transported.”
In December 2024, six months after the departure of Virgine Viard, CHANEL announced the appointment of Matthieu Blazy as its new Artistic Director of Fashion Activities, marking a significant transition for the House of CHANEL. The position as Artistic or Creative Director at CHANEL is regarded as one of the most coveted positions in fashion as only three people have previously held this title throughout the House’s 115 year existence – Gabrielle Chanel, Karl Lagerfeld and Virgine Viard.
Blazy, a French-Belgian designer, brings a wealth of experience from his previous roles at esteemed fashion houses, including internships at Balenciaga and John Galliano before joining Raf Simons, Maison Margiela, Céline, and up until his appointment at CHANEL, Bottega Veneta. His tenure at Bottega Veneta was noted for redefining the brand’s luxury identity, combining modern styles with traditional craftsmanship, and attracting a youthful audience.
CHANEL’s fashion president, Bruno Pavlovsky, told BoF in an interview ahead of the announcement: “Matthieu became an obvious choice for the brand as we came to understand his talent, his personality, his groundedness, his culture. The interview process was truly inspiring as we grew to know him: his vision for creation, his modernity, his respect for and commitment to products and the women who surround and inspire him.”
Blazy’s vision indeed seems to mirror aspects of Gabrielle Chanel’s own take on the function of fashion. Like Chanel, Blazy has demonstrated an ability to challenge conventions, reinvent classics, and bring innovation to timeless designs. Just as Chanel redefined femininity with her bold use of jersey and tweed fabrics and relaxed silhouettes, Blazy’s work, particularly his trompe-l’œil creations at Bottega, showcases a commitment to blending artistry with functionality. Both designers share an intuitive understanding of how to balance tradition with forward-thinking creativity.
When asked if he thought Coco Chanel would approve of the newly appointed designer, Mr. Pavlovsky said that “probably she would find Matthieu nicer than Karl.” Karl Lagerfeld is of course credited with bringing the House of CHANEL “back to life” during his reign from 1983 up until his passing in 2019. Lagerfeld was renowned for his ability to respect CHANEL’s codes while contemporizing them for modern audiences. Similarly, Blazy has consistently shown an aptitude for reviving heritage techniques and adapting them to contemporary tastes, as seen through his work at Bottega Veneta. Much like Lagerfeld, who elevated CHANEL’s runway presentations to high-concept spectacles, Blazy is expected to bring a theatrical and innovative flair to the House, ensuring CHANEL remains relevant and aspirational.
As the Artistic Director of CHANEL, Blazy will oversee ten collections a year including ready-to-wear seasonal and pre-season collections, haute couture and capsule collections Coco Beach and Coco Neige, including all bags and accessories. He will officially take on his role in April 2025, with his runway debut being October 2025 at the Spring/Summer 2026 Ready-To-Wear presentations during Paris Fashion Week. Until then, CHANEL’s Creative Studio will continue to work on the collections as they have since Viard’s departure in June.
Blazy is big on the “team” aspect of a successful creation studio. He’s known to work closely with artisans to ensure the integrity of his designs. Pavlovsky confirmed these ideals, saying, “[Matthieu has] a real vision of the collective. We never stopped speaking about the teams.” This important understanding makes Blazy ideal for the role as Pavlovsky also stated: “There’s an important collective dimension to what we do at CHANEL” and expressed confidence in Blazy’s ability collaborate with the CHANEL studio in order to honour the brand’s heritage while infusing it with fresh perspectives.
Matthieu Blazy’s ascension to the role of Artistic Director of Fashion Activities at CHANEL signifies a new era for CHANEL and Blazy’s background and proven track record suggest a promising future. Much like Gabrielle Chanel and Karl Lagerfeld before him, Blazy has shown the ability to push boundaries and redefine luxury, to modernize and innovate while respecting legacy. These qualities make him an ideal choice to lead the brand into its next chapter. And we cannot wait to see what he has in store.