Who will be the chanel's next creative head?

The burning question on everyone's mind is: Who will lead Chanel?

I still remember getting emotional upon hearing the news of Karl's passing. Following his journey was truly inspirational. He was an icon and one of my inspirations for transitioning from software to the fashion industry. Now, I am eager to see who will carry forward Chanel's legacy. There was always a sense that Viard’s role was temporary, and I often wondered who would eventually replace her. That moment has now arrived.

Image copyrights subjected to Patrick Kovarik/AFP/Getty Images

Virginie Viard is leaving her position as Chanel’s creative director, as confirmed by the company. Chanel announced that a new creative structure will be revealed soon. Chanel praised Viard’s five-year tenure as Artistic Director of Fashion collections, highlighting her success in modernizing Chanel’s style while respecting its heritage. Viard, who joined Chanel in 1987, took over as artistic director after Karl Lagerfeld’s death in 2019.

Under Viard’s leadership, Chanel saw significant sales growth, especially during the Covid-19 pandemic, with 2023 revenues reaching $19.7 billion, a 75% increase from 2018. She managed a vast fashion empire, including popular handbags, jewelry, and footwear. Ready-to-wear sales have grown significantly since 2018 as Viard continued Lagerfeld’s legacy with subtle updates to classic items like tweed jackets.

Despite its status as a luxury brand, Chanel faced criticism for its runway shows and product quality as prices rose. Viard’s ever-changing creative direction led to mixed reviews, a sentiment I share. With Viard’s departure, speculation is growing about her successor. Possible candidates include Hedi Slimane from Celine, Pierpaolo Piccioli, and Sarah Burton.

Luxury brands, including those under LVMH, are experiencing leadership changes and preparing for a challenging year as post-pandemic demand slows in the US and Europe, and consumer confidence drops in China. Chanel’s CFO, Philippe Blondiaux, mentioned that despite tougher market conditions, Chanel plans to increase investments in retail and real estate, seeing potential opportunities during this slowdown period.