Chanel have named Mathieu Blazy as their new artistic director. This announcement comes after Virginie Tovard announced her departure from the role in June. After much speculation, Blazy will move from his role at Bottega Veneta and be replaced by Louise Trotter.
Blazy was heralded for his artistic vision, that led to shake ups in the apparel design and the innovative marketing approaches. Previously under his direction, Bottega got rid of their social media accounts. They then pivoted to take paparazzi snapshots of their ambassadors, Kendall Jenner and A$AP Rocky, in their daily life to create marketing campaign images. People were talking about Bottega, but they were also buying the brand, especially the bags and accessories you may have seen on your favorite influencer.
The question is, will Blazy be able to do the same for Chanel, which has faced criticism for its frequent price increases and questionable quality? And what does his move mean for the direction of Bottega? As someone who was not necessarily into the Chanel aesthetic, I will be following to see what next season’s shows will bring for the future of these brands.
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