Bruno Pavlovsky has accomplished remarkable feats during his tenure as the president of Chanel’s fashion division. Not only has he successfully managed the transition from Karl Lagerfeld to Virginie Viard as the creative director, but he has also overseen the launch of the innovative 19M center in north Paris, the renovation and opening of acclaimed boutiques and pop-ups, and the production of impressive runway shows. Pavlovsky’s adaptability and skill have made him a respected leader in the luxury industry.
Despite Chanel’s decision to forgo e-commerce, which had a significant impact during the pandemic-induced closure of luxury boutiques worldwide, Pavlovsky has navigated the brand through these challenging times. The recent invasion of Ukraine and the subsequent closure of Chanel boutiques in Russia posed additional obstacles, with Russian influencers resorting to dramatic protests like cutting up Chanel bags. Furthermore, Chanel faced a robbery at one of its jewelry boutiques in Paris, highlighting the allure of its products.
Nevertheless, Pavlovsky remains optimistic about Chanel’s performance. While he cannot disclose official financial results, he considers them “excellent.” His reputation and success have positioned him as a potential candidate for the presidency of the Federation de la Haute Couture et de la Mode, the governing body of French fashion.
In an interview before the unveiling of Virginie Viard’s cruise collection in Monaco, Pavlovsky discussed the challenges of managing a prestigious fashion brand during a global lockdown, pandemic, and geopolitical tensions. He emphasized the special relationship between Chanel and Monaco, highlighting the brand’s history and close ties with the principality. Pavlovsky expressed satisfaction with Chanel’s rebound in 2021 and the success of Viard’s more feminine approach to ready-to-wear.
Pavlovsky acknowledged the impact of the conflict in Ukraine on Chanel’s business, particularly in Russia, and stressed the importance of adaptability in such situations. Chanel respected the sanctions against Russia and informed clients that products could not be reimported into the country. Despite these hurdles, Pavlovsky remains committed to serving Chanel’s loyal clientele and providing exceptional experiences. The brand has opened summer stores in popular Mediterranean destinations like Capri, Marbella, and Bodrum.
Addressing a luxury analysis suggesting that Chanel was losing ground to Christian Dior, Pavlovsky expressed confidence in the upcoming real figures. He highlighted Chanel’s ability to focus on local clients even during a period without international tourism and expressed satisfaction with the brand’s performance in 2021.
Looking ahead, Pavlovsky discussed Chanel’s plans for opening new flagship stores, with a focus on major renovations in Asia and China. Providing clients with more space and privacy is a priority for the brand, as many seek a private and exclusive shopping experience.
While Chanel has expanded its collections with special lines like Coco Beach, Coco Neige, and Métiers d’Art, Pavlovsky made it clear that the brand remains committed to its core values of femininity and luxury. He dispelled rumors of diversification into new product categories such as men’s fashion or home decor, emphasizing the importance of staying true to Chanel’s identity and values.
In his personal life, Pavlovsky finds relaxation in visiting his house in Biarritz and skiing in the Alps. However, he also acknowledges the demanding nature of his position and the need for adaptability and responsibility during times of global uncertainty.
Reflecting on his career in fashion, Pavlovsky expresses gratitude for the opportunities he has had to work with influential figures such as the Wertheimer brothers, Lagerfeld, and Montenay. He shares his passion for Chanel’s craftsmanship and commitment to sustainability, highlighting the brand’s partnerships in agriculture to ensure the use of regenerative materials and respect for nature and industry workers.
Pavlovsky’s goal as president of Chanel’s fashion empire is to uphold the brand’s vision of ultimate luxury and exceptional fashion products. He also announces his candidacy for the presidency of the Federation de la Haute Couture et de la Mode, aiming to continue the excellent work done by Toledano and support the federation’s efforts in promoting and enhancing French fashion.
In conclusion, Bruno Pavlovsky’s interview gives insight into the challenges and accomplishments of his tenure as the president of Chanel’s fashion division. His leadership during the pandemic and ability to navigate geopolitical tensions have been crucial in maintaining Chanel’s excellence and success. With his stellar reputation and dedication to the brand’s values, Pavlovsky is poised to continue leading Chanel towards continued growth and innovation.
Useful Links:
1. Chanel Official Website
2. Federation de la Haute Couture et de la Mode Official Website
