It’s a good time to show in New York. The show, held a year after Blazy’s appointment at the creative helm of the house, coincides with a moment when the US market is driving luxury’s growth, buoyed by the stock market. The US market is also Chanel’s largest market, as well as its top market for its couture business.
“The American market has rebounded for several months now so our plan today is to keep growing our client base and enhancing the experience we offer them, which will naturally help grow our business,” Pavlovsky says. “It’s really about the experience we deliver in the stores first and foremost.” The house has just renovated its boutique in Bloomingdale’s flagship in New York and has other retail projects in the pipes.
A number of other luxury houses are following suit, and will stage their resort 2027 shows stateside. They include Dior, Louis Vuitton and Gucci. Chanel has yet to reveal the location of its upcoming cruise show.
Chanel was not immune to the global luxury downturn. The brand said in May this year that sales for 2024 were down 4.3% to $18.7 billion. In an interview with Le Figaro in October, Pavlovsky hinted that the house would return to growth in 2025. On Tuesday, he confirmed that 2025 will be “an interesting transitional year of growth for the house”.
“Throughout 2025, we gradually witnessed a positive shift everywhere, including in China — a testament to all the work carried out there. During the same period last year, we were the only ones to present our Métiers d’Art collection in Hangzhou. This was a highlight for the brand, enabling us to engage both our teams and clients in a meaningful way. Over the course of the year, things got better and better and we have regained a healthy level of activity.”
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