The Paris-based luxury fashion brand Chanel has experienced a significant surge in demand, piquing the interest of first-time buyers. This increase has been attributed to the reimagined versions of classic items such as bags, shoes, and jackets by the brand’s creative director, Matthieu Blazy. As a result, Chanel’s demand has exceeded supply, signaling a rebound in growth.
Chanel recently reported a 2% increase in currency-adjusted revenues for 2025, amounting to US$19.3 billion. The brand experienced a 4.3% reduction in revenue the previous year, a period when high-end fashion labels struggled with demand following significant price increases in the wake of a post-pandemic luxury boom.
Last year, Matthieu Blazy assumed the role of creative director, succeeding Virginie Viard. His maiden collection, launched in October, infused fresh life into the brand with innovative designs. Notable among these are the slouchy leather maxi flap bag retailing for $8,500, and brightly colored, frayed interpretations of the traditional Chanel tweed jacket.
Chanel’s CEO, Leena Nair, attributes the brand’s recent success to “a creative momentum across all our business activities,” further noting that investments made in the previous year laid the groundwork for this sales rebound. The brand’s operating profit also experienced growth, recording a 5% increase to hit $4.7 billion.
The brand’s revamped collection has been well-received by consumers, resulting in a substantial increase in new clientele for Chanel. High-demand pieces such as new handbags, mint green and black two-tone pumps (priced at $1,450), and multicolored tweed jackets are flying off the shelves.
As for the brand’s performance relative to its competitors, Chanel’s growth rate fell short of Hermès at 9.8%, but outperformed LVMH’s fashion and leather goods division, which recorded a 5% decline.
America, despite enduring tariffs, contributed the most to Chanel’s growth, with a sales increase of 7.2% in currency-adjusted terms in the Americas region. Meanwhile, sales in the Asia-Pacific region — Chanel’s largest market — fell by 0.8%, and Europe recorded a growth of 2.5%.
Chanel has plans to increase prices by 3% overall and 2% for fashion products this year, according to CFO Philippe Blondiaux. He also noted the Middle East’s market resilience, which accounts for approximately 4% of the brand’s revenue, despite the ongoing conflict in Iran.
The company plans to continue expanding its retail presence, intending to launch 30 new stores this year, including nine fashion boutiques in locations such as Boca Raton, Florida, and Palo Alto and San Diego in California.
What has been the impact of Matthieu Blazy’s designs on Chanel’s performance?
Blazy’s redesigns of classic Chanel pieces have resulted in increased demand, attracting many first-time buyers and contributing to significant growth for the brand.
How does Chanel’s recent growth compare with that of other luxury fashion brands?
Chanel’s growth rate in 2025 was slower than that of Hermès but exceeded the growth rate of LVMH’s fashion and leather goods division.
What are Chanel’s future plans for expansion?
Chanel plans to open thirty new stores this year, including nine fashion boutiques in locations such as Boca Raton, Florida, and Palo Alto and San Diego in California.
