Chanel Under Matthieu Blazy Sees Strong Consumer Demand

Introduction

Chanel has completed its first year under designer Matthieu Blazy. Blazy’s collection has made shoppers go crazy online. In March 2026, people waited for new products outside the store. Chanel’s sales rose 16% in the first half of 2026, according to Bloomberg reports, compared with the same period in 2025.

What Happened?

In 2025, Matthieu Blazy was appointed as Chanel’s creative director taking over from Virginie Viard. He became the fourth designer to take the fashion direction ahead of the luxury house. His work resonated well with Chanel’s famous style, with playful, modern, and everyday designs. 

Blazy’s first Spring-Summer 2026 collection made Chanel stores go viral as customers queued to buy the new accessories and clothing. The strong demand for his designs was called “Blazymania”. Alix Morabito, director at Galeries Lafayette, told AFP that new deliveries are awaited, while some products are hard to buy due to long waiting lists after the collection’s launch.

Blazy, in his collection, kept Chanel details familiar, such as pearls, tweed, the double-C logo, camellias and black-and-white designs. He also added denim, daily playful designs, and accessories. His collection furthermore attracted a lot of male shoppers, especially for items such as loafers, blazers, bags, and ready-to-wear pieces as per Fashion United. 

Key Highlights:

Brand: Chanel

Creative Director: Matthieu Blazy

Leadership: Blazy joined Chanel in 2025, succeeding Virginie Viard

Key Development: Strong consumer response to Blazy’s first year of collections

Term: “Blazymania” has emerged to describe the retail demand surrounding his designs

First Collection: Spring-Summer 2026

Collection Launch: March 2026

Reported Sales Growth: 16% year-on-year in the first half of 2026, according to confidential data reported by Bloomberg

Key Product Categories: Ready-to-wear, bags, footwear and accessories

Emerging Audience: Growing interest among male consumers

Latest Milestone: Spring-Summer 2027 collection presented in Paris on October 5, 2026

Meaning of Blazymania for the Fashion D2C Market

Chanel under the Blazy puts light on the fact that strong creative direction and product novelty influence demand even within an established luxury brand. The Chanel designs didn’t moved away from its heritage; instead, Chanel just got a modest look through new designs, accessories, and materials. 

This was relevant for D2C fashion brands, as Blazy’s collection was a combination of classic elements with playful designs. The queues outside Chanel stores and the videos on social media were proof that physical stores and digital platforms work simultaneously. For D2C products, this also shows how desirable products, limited availability, and social sharing build brand demand.   

Chanel has successfully maintained its signature tweed and the heritage codes while introducing contemporary accessories, denim, and gender-inclusive styling. Browse at NineE for denim shorts for your casual outing.

About Chanel

Chanel is a French luxury fashion house founded by Gabrielle “Coco” Chanel in 1910. The brand is known for its ready-to-wear, handbags, footwear, beauty products, jewellery, and haute couture. All the poducts have distinctive design codes. 

In 2025, Matthieu Blazy became Chanel’s artistic director. Before that, he served as creative director at Bottega Veneta and also worked at fashion houses such as Celine, Maison Margiela, and Calvin Klein. 

What’s  Next for Chanel under Matthieu Blazy?

Chanel entered Blazy’s second year, with its Spring-Summer 2027 collection shown on October 5, 2026, in Paris. The collection moved his modern take on Chanel’s classic style, mixed with new silhouettes, bold prints, sheer fabrics, and updated accessories.

Chanel’s next challenge will be to maintain the same strong interest created during Blazy’s first year. For fashionable inspiration, shoppers can explore NineE for outfit ideas and trends across different categories and styles.

Sources:

FashionUnited – Chanel: Unpicking one year of ‘Blazymania’

Reuters – Chanel unveils Spring/Summer 2027 collection under Matthieu Blazy

Vogue – Customers Are Going Coco for Matthieu Blazy’s Chanel

FashionUnited – Chanel by Matthieu Blazy: elegance with a playful twist

Vogue France – Chanel Haute Couture Fall-Winter 2026-27 and Blazymania