Chanel appoints designer Matthieu Blazy as new artistic director

PARIS (AP) — Chanel announced Thursday that one of the most prestigious positions in global fashion has just been filled, naming French-Belgian designer Matthieu Blazy as its new artistic director.

The 40-year-old will be responsible for all collections at the world’s second-largest luxury brand starting in 2025, succeeding Virginie Viard, who parted ways with the brand earlier this year.

Blazy earned a reputation for innovation and craftsmanship honed during his tenure at Céline under Raf Simons, Maison Margiela and Phoebe Philo. Most recently, he served as creative director of Bottega Veneta.

Chanel president Bruno Pavlovsky praised his “bold” and “powerful” approach, adding that Blazy would “play with the codes and traditions of the house” to take it into “exciting directions” New Directions”.

“I’m excited and honored,” Brazzi said.

Critics point out that Blazy’s relatively young age suggests Chanel may keep him around for a long time, similar to Karl Lagerfeld’s 36 years at the helm. His appointment marks the fourth designer in Chanel’s more than 100-year history to lead the brand, following Lagerfeld, Viard and founder Gabrielle “Coco” Chanel.

Viard, who succeeded Lagerfeld after his death in 2019, left earlier this year after more than three decades at the brand — a sudden departure that came late at night just weeks before the couture show announced.

For a brand known for meticulous execution of its image, the announcement feels unusually rough. Later, it was revealed that Viard would not oversee her final couture show and that her team would step in to handle the collection.

During her tenure, Viard generated record sales for Chanel, which reached $19.7 billion last year. But her era was not without controversy. Critics often argued that her collections lacked the dramatic flair of the Lagerfeld era, and backlash over a poorly received mid-season show also added to the pressure. Her appointment was initially considered temporary.

Critics say Blazy’s arrival marks the beginning of a new chapter for Chanel, fusing tradition with modernity as the brand looks to the future.

Chanel global executive chairman Alain Wertheimer and chief executive Leena Nair described Blazy as “one of the most talented designers of his generation.”