Chanel’s Bruno Pavlovsky is excited about the prospects of 2022 as the fashion brand introduces its newest Métiers d’Art collection at the recently built 19M crafts center. This marks a significant milestone for Chanel, which has successfully navigated the challenges brought about by the global pandemic. The center, located in Paris and housed in a modern building, serves as a sprawling hub of couture and fashion skills.
Despite acknowledging the uncertainty of the upcoming year due to changing sanitary conditions, Pavlovsky remains optimistic about the potential for strong business growth. He emphasizes the importance of Chanel’s loyal customer base as a key factor in the brand’s success over the past couple of years. Despite fluctuations in tourism, Chanel has experienced double-digit growth among its local customers in every country.
Virginie Viard, Chanel’s creative director, will be unveiling the brand’s 20th Métiers d’Art collection, which combines luxury ready-to-wear and couture elements unique to Chanel. This annual show, typically held in early December, serves as the grand finale for major fashion houses’ runway events.
Last year, due to the Covid-19 pandemic, Viard showcased the Métiers d’Art collection through a video shot at the historic Chateau de Chenonceau, achieving a remarkable sell-through rate of 95 to 96 percent. Chanel aims to surpass this accomplishment with its 20th collection. Despite the challenges posed by the pandemic, Chanel intends to host editors for the show, as the brand is known for its memorable and extravagant runway events.
Pavlovsky explains why other couture houses have not followed Chanel’s footsteps in creating their own Métiers d’Art collections. Chanel has a long-standing tradition of working closely with various artisans and craftsmen throughout its history. The brand’s studio maintains constant collaboration with these individuals, ensuring their involvement in every step of the creative process. Chanel’s enduring partnerships with artisans have been instrumental in its long-term success.
The newly constructed 19M center, named after its arrondissement and the crafts it houses, is an expansive 25,000-square-meter space designed by architect Rudy Ricciotti. It brings together a diverse range of professionals, including embroiderers, bootmakers, milliners, pleat makers, and feather suppliers. The center serves as a unique constellation of skills and expertise. With its visually stunning five floors adorned with white metal tentacles resembling giant strips of thread, 19M symbolizes Chanel’s unwavering commitment to craftsmanship.
Pavlovsky emphasizes the importance of authenticity and strong ateliers when engaging new Métiers d’Art suppliers. Chanel’s acquisitions often involve companies managed by their third generation, with a rich history and archive that inspire a new generation of designers. The brand remains dedicated to discovering new resources, especially in textiles and materials, as the future supply of these resources becomes increasingly fragile.
Looking ahead, Pavlovsky reveals Chanel’s interest in exploring NFTs (non-fungible tokens) and the metaverse, recognizing their potential for the brand. He highlights Chanel’s use of blockchain technology in its manufacturing process and expresses the brand’s intention to contribute to the metaverse when the timing is appropriate.
While Chanel has faced criticism on social media platforms like TikTok, particularly regarding the inclusion of stickers in its advent calendar, Pavlovsky defends the brand’s decisions as part of its sustainability efforts. He also clarifies that Chanel has not implemented any new restrictions on sales in certain markets. Any supply shortages experienced in specific countries are a result of the brand’s successful year combined with pandemic-related challenges.
Pavlovsky’s enthusiasm lies with 19M, which he sees as the embodiment of Chanel’s new generation. The center is populated by young, artistic, and dedicated individuals who possess extensive knowledge and passion for their craft. Alongside traditional craftsmanship, 19M incorporates technology such as 3D printers, simulators, and AI, redefining the concept of an atelier. The center also houses a digital monitoring archive that takes Chanel’s craftsmanship to new heights.
As Chanel introduces its latest Métiers d’Art collection alongside the launch of the remarkable 19M center, the brand is positioned for growth and continued success in the fashion industry. With a strong focus on its loyal customer base and a commitment to craftsmanship and innovation, Chanel remains a leader in luxury fashion.
Useful links:
– [Chanel official website](https://www.chanel.com)
– [Chanel Métiers d’Art Collection](https://www.chanel.com/en/watches-jewelry/fine-jewelry/m%C3%A9tiers-dart-collection/)
