Obsessions
Matthieu Blazy has sparked immediate demand at Chanel, while Jonathan Anderson is taking a longer view at Dior. In a tougher luxury market, both houses are fighting harder for growth.
Chanel's Cruise 2026/2027 collection. (Photo: Chanel)
02 Jul 2026 11:38AM
Designer Matthieu Blazy’s debut collection for Chanel brought some sorely needed buzz back to the luxury industry.Social media was flooded with videos of enthusiasts “unboxing” their €1,300-plus slingback pumps and €9,000 (US$10,249; S$13,270) grained calfskin tote bags when the eagerly anticipated range was released in March.But the “Blazy mania” that spurred shoppers to queue outside Chanel’s New York and Paris boutiques may increase pressure on rival brands — none more so than Dior, the LVMH house going through its own reboot under new creative director Jonathan Anderson.After industry growth dried up after years of steep price rises, luxury brands are having to fight hard to generate sales. The tough backdrop has left some industry analysts and experts questioning whether Blazy’s early success will come at the expense of Dior’s in luxury’s new zero-sum game.
