PARIS – The iconic fashion house Chanel has recently announced the appointment of Matthieu Blazy, a Franco-Belgian designer, as its new artistic director, a highly esteemed position in the world of fashion. This decision was made public on Thursday, with Blazy set to officially take over the reins in 2025, succeeding Virginie Viard, who departed from the brand earlier this year.

At 40 years old, Blazy brings with him a wealth of experience in innovative design and craftsmanship, developed during his tenures with notable names like Raf Simons, Maison Margiela, and Céline under Phoebe Philo. His most recent role was as the creative director at Bottega Veneta, where he garnered attention for his unique vision and style.

Bruno Pavlovsky, the President of Chanel, commended Blazy’s “audacious” and “powerful” design ethos. He believes that Blazy will navigate the rich legacy and traditions of the brand, propelling it toward exciting new avenues for future collections. Blazy himself expressed his enthusiasm for the role, stating that he feels “thrilled and honored” to join such a prestigious house.

Industry observers have noted that Blazy’s relatively young age may indicate that Chanel intends for him to stay in this position for a prolonged period, reminiscent of the lengthy 36-year tenure of the late Karl Lagerfeld. His appointment also marks a significant milestone as he becomes only the fourth designer to lead the brand in over a century, joining the ranks of Lagerfeld, Viard, and iconic founder Gabrielle “Coco” Chanel.

Viard’s exit came after a significant career with Chanel, where she worked for over three decades. Her departure was made public shortly before a major couture show, leading to speculation about the timing and circumstances surrounding it. Critically, it was revealed that she would not oversee her final presentation, leaving her team to fulfill that role in her absence.

Despite achieving record sales that hit $19.7 billion last year, Viard’s tenure was marred by controversies. Critics often dialed down the theatrical element that characterized Lagerfeld’s collections, suggesting a more subdued aesthetic under Viard’s direction. Pressure mounted after a mid-season show in Marseille received mixed reviews, adding to the doubts about her leadership.

With Blazy’s arrival, many hope for a refreshing chapter at Chanel, one that aims to merge the brand’s storied heritage with contemporary flair. Chanel’s Global Executive Chairman Alain Wertheimer and CEO Leena Nair have both acknowledged Blazy as “one of the most gifted designers” of his generation, sparking anticipation for his upcoming contributions to the iconic fashion house.