Chanel’s first campaign under Matthew Blazy arrives with quiet confidence. Rather than
attempting to shock or radically reinvent the house, Blazy introduces a measured evolution —
one that refines the visual language of Chanel while reaffirming its enduring codes. It is a debut
rooted in precision, materiality and modern elegance.
Known for his meticulous approach to craftsmanship and texture during his time at Bottega
Veneta, Blazy brings a similar sensitivity to Chanel, translating it into a more restrained and
elevated visual direction. The campaign imagery prioritises clarity of silhouette, fabric movement
and surface detail, allowing the garments themselves to carry the narrative. Tweed, quilting and
softly structured tailoring appear refreshed through proportion and styling rather than overt
transformation.
The campaign embraces a contemporary minimalism that feels aligned with the current fashion
climate, where luxury is increasingly defined by subtlety, longevity and refined construction
rather than excess or spectacle. Blazy’s approach positions Chanel as confident and controlled,
favouring timeless sophistication over seasonal theatrics.
Styling remains elegant yet wearable, reinforcing Chanel’s relevance across generations. The
looks feel intentionally versatile, moving seamlessly from day to evening and echoing modern
wardrobes that prioritise fluidity and functionality. Accessories complement rather than dominate
the silhouettes, allowing craftsmanship and cut to remain central.
Visually, the campaign balances heritage and modernity without relying on nostalgia. Lighting,
composition and casting feel contemporary and fresh, avoiding overly staged or cinematic
narratives. The images communicate intimacy and realism, bringing the viewer closer to the
garments and the textures that define them.
What makes this debut particularly compelling is its sense of restraint. Blazy does not attempt to
impose a personal signature too aggressively. Instead, he allows Chanel’s identity to breathe
while subtly refining its visual rhythm. The result feels cohesive, confident and quietly luxurious.
This first campaign sets a strong foundation for Blazy’s future at the house, signalling a direction
that values craftsmanship, clarity and enduring elegance. It suggests a Chanel that remains
culturally relevant while preserving the sophistication that has defined the brand for over a
century.
Words by Fabiana Gutierrez
