In a surprise move, Virginie Viard has bid adieu to Chanel, leaving behind a legacy of five years as the French fashion house’s creative director. During her tenure, Viard skillfully reimagined the brand’s codes while honoring the iconic house’s creative heritage. Before she was appointed creative director, Viard worked alongside the legendary Karl Lagerfeld for many years, eventually taking the reins after his passing in 2019.
Under Viard’s creative direction, Chanel experienced unprecedented success, with sales soaring to historic heights. In 2023, the brand reported a staggering $19.7 billion in revenue, a 75% increase from 2018. Ready-to-wear sales also saw a remarkable 2.5-fold growth during the same period. Viard’s subtle reimagining of the signature tweed jacket was a testament to her ability to evolve the brand while remaining true to its heritage.
Despite these achievements, online criticism surrounding the brand’s quality-to-price ratio has been a subject of discussion. As Chanel navigates this new chapter, the fashion world waits with bated breath for the announcement of Viard’s successor. The House has confirmed that a new creative direction will be revealed in due course, marking an exciting new era for the iconic brand.
As the fashion industry bids farewell to Viard’s remarkable tenure at Chanel, we reflect on her contributions to the world of fashion and eagerly anticipate the future of this beloved luxury heritage brand.
