Matthieu Blazy’s Chanel: A New Era of Joyful Luxury
Matthieu Blazy’s arrival at Chanel has signaled more than just a change in creative direction; it represents a shift in mood. His debut, and subsequent collections, have injected a sense of playful energy into the iconic French house, culminating in a Spring/Summer 2026 haute couture show that critics and audiences alike are calling a triumph. This isn’t simply about clothes; it’s about a feeling, embodied most memorably by model Awar Odhiang’s spontaneous, joyful reaction on the runway.
The Awar Odhiang Moment: A Viral Catalyst
The finale of the Chanel Spring/Summer 2026 show became instantly iconic thanks to Awar Odhiang. Breaking formation, she twirled, clapped, and embraced Blazy, creating a moment of unscripted joy that resonated globally. This wasn’t a planned spectacle, but a genuine expression of excitement and connection. Odhiang, only the third Black woman to close a Chanel show in its 115-year history, following Alek Wek and Adut Akech, described the moment as completely spontaneous, spurred by Blazy’s encouragement to “just enjoy it, do what you do, and do you.”
Beyond the Runway: A New Aesthetic
Blazy’s vision extends beyond a single viral moment. He’s subtly reshaping Chanel’s aesthetic, introducing a lightness and playfulness that feels fresh. This includes experimenting with color, embracing a more relaxed silhouette, and incorporating unexpected details – like a Superman sweater in his Métiers d’art presentation. He’s also revisiting Chanel’s codes, such as the iconic jacket, with a modern twist, like slashing it across the mid-line.
The Importance of Craftsmanship and Heritage
Despite the injection of new energy, Blazy remains deeply respectful of Chanel’s heritage. He emphasizes the importance of the atelier and the 60 Maisons d’art that contribute to the house’s exceptional craftsmanship. His approach isn’t about radical reinvention, but about subtly evolving the “assortment” while preserving the brand’s core values. He’s focused on elevating the everyday, creating pieces that are both beautiful and well-made.
A Return to Joy in Fashion?
Blazy’s perform seems to tap into a broader desire for joy and optimism in fashion. After seasons of “quiet luxury,” his collections offer a refreshing sense of fun and lightness. He draws inspiration from unexpected sources, like Fred Astaire and animal prints, and isn’t afraid to embrace “cute” – a term he feels has been unfairly stigmatized in the industry. He aims to create clothes that are both serious and playful, sophisticated and accessible.
The Blazy Effect: Resale Market Trends
The impact of Blazy’s vision is already being felt beyond the runway and retail boutiques. The resale market is experiencing a surge in demand for Chanel pieces, particularly those that echo his styling cues. According to ReSee, Chanel has seen a 47% growth in search rate, and vintage sellers are reporting increased interest in pieces with animal motifs and grey tones, reflecting Blazy’s recent design choices.
Pro Tip:
Looking to incorporate the Blazy aesthetic into your wardrobe? Focus on pieces that combine classic Chanel elements with a touch of unexpected playfulness. Think tweed jackets paired with colorful accessories, or classic silhouettes in unconventional colors.
Chanel’s Future: Balancing Heritage and Innovation
Chanel, a sprawling empire with revenues of $18.7 billion in 2024, faces the challenge of balancing its rich heritage with the need for constant innovation. Blazy’s role is crucial in navigating this delicate balance. He’s tasked with freshening up the brand while remaining true to Gabrielle Chanel’s original vision. The company’s president, Bruno Pavlovsky, emphasizes the importance of giving Blazy the “oxygen” he needs to create and experiment.
FAQ
Q: Was Awar Odhiang’s runway moment planned?
A: No, it was completely spontaneous and unscripted, according to Odhiang herself.
Q: What is Matthieu Blazy’s design philosophy?
A: He focuses on creating clothes that are both beautiful and well-made, with a playful and joyful aesthetic.
Q: How is Blazy impacting Chanel’s sales?
A: While specific figures aren’t available, Chanel saw improved sales in the second half of 2025, and the brand is experiencing increased demand in the resale market.
Q: What is the significance of the Métiers d’art presentations?
A: These presentations showcase Chanel’s commitment to craftsmanship and the skills of its artisan partners.
Did you understand? Matthieu Blazy’s previous experience includes roles at Maison Margiela, Celine, and Calvin Klein, providing him with a diverse foundation for his work at Chanel.
Explore more about Chanel’s history and craftsmanship here.
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