By C. Perera, JadeTimes News
Chanel's artistic director Virginie Viard is set to depart from the brand, as announced by the luxury label on Thursday, sparking speculation about her successor in one of fashion's most prestigious roles. "A new chapter is opening for Chanel Mode," the company stated, confirming the transition first reported by Business of Fashion.
The iconic label, renowned for its tweed jackets, quilted handbags adorned with double C logos, and the No. 5 perfume, has not yet named Viard's successor but expressed gratitude for her "rich collaboration of five years."
Viard, 62, who has been with Chanel for nearly three decades, worked closely with Karl Lagerfeld before succeeding him in 2019 after his death. She brought a more relaxed and understated approach to Chanel, favoring Eighties inspired silhouettes and staging fashion shows in unconventional locations like the Seine River and a Manchester street, contrasting with Lagerfeld's grandiose presentations featuring elaborate sets.
Her departure comes amid a broader industry shift towards slower growth, with brands like Gucci, Valentino, and Burberry seeking new creative directions to boost sales. The post pandemic surge in fashion demand has waned, with consumers now spending less due to rising living costs.
Chanel assured that its teams would maintain the "continuity" of collections during the transition period, with the fall winter haute couture show for 2024/2025 scheduled for June 25 in Paris. Speculation about Viard's successor has been rife, with names like former Gucci designer Alessandro Michele being mentioned, although he has recently joined Valentino.
Despite Chanel Chief Executive Leena Nair dismissing recent rumors of a change in designers, noting Viard's role in the substantial growth of ready to wear sales, her departure aligns with the brand's continued strong performance. Chanel's sales rose by 16% last year to nearly $20 billion, outpacing LVMH's fashion and leather goods division, which grew by 14%, but lagging behind Hermès, which saw a 21% increase.
Chanel remains the world's second largest luxury brand after Louis Vuitton, owned by French billionaires Alain and Gerard Wertheimer.