On Tuesday, Chanel brought its Cruise 2025 collection to Hong Kong, recreating the collection’s debut in Marseille last May. The star-studded event drew nearly 2,000 attendees, including Chanel ambassadors like G-Dragon, Penelope Cruz, and Angèle, all eager to see the designs that marked the last collection overseen by Virginie Viard, Chanel’s former creative director. Her unexpected departure from the brand in June left the fashion world buzzing with speculation, yet Chanel has remained silent on who will step into her iconic role.
For now, Chanel’s in-house team will lead the design direction, continuing Viard’s legacy through the brand’s next three collections, including the Métiers d’Art show in Hangzhou, January’s couture show, and the Lake Como Cruise show. Bruno Pavlovsky, Chanel’s president of fashion, emphasized Chanel’s commitment to finding the best creative leader. “Choosing the best for the job” requires a candidate who can handle the demands of Chanel’s extensive client base, which spans over two million people worldwide, with an elite subset of more than 100,000 top clients. Pavlovsky noted that in today’s competitive fashion landscape, finding a leader with “power” and vision is paramount, adding that the legal intricacies involved in acquiring talent are significant.
As the luxury sector navigates economic uncertainty, particularly in China, Pavlovsky remains positive about the brand’s resilience. He described the current slowdown as “a normal crisis,” acknowledging that China’s extraordinary growth over the past decade is unlikely to continue at double-digit rates. The brand has noted a shift in purchasing power, yet remains focused on creating memorable experiences and products that inspire, adapting to both economic shifts and changing consumer demands.
Choosing Hong Kong’s Design Institute as the show’s venue underlines Chanel’s commitment to connecting with emerging talent and its long-standing relationship with the city. With 10 boutiques, Hong Kong holds the highest density of Chanel stores outside of Paris, marking its importance to the brand since the opening of its first location at The Peninsula in 1979. Last year, Chanel’s confidence in the market was further demonstrated when it signed a major lease in Causeway Bay, opening an 8,600-square-foot “Magical House of Chanel” pop-up for its beauty line.
Recent reports suggest Hong Kong’s luxury sector is seeing renewed vitality, with luxury store traffic up by 40% during October’s Golden Week compared to earlier in May. Chanel’s stunning new collection, rich in coastal influences, unfolded within the striking spaces of the Hong Kong Design Institute, featuring pieces like dresses adorned with sea creature motifs, swimsuits with Chanel bows, and classic tweed jackets updated with diving-inspired hoods—each piece a testament to the brand’s enduring elegance and innovation.
