Chanel is a cornerstone of luxury fashion, combining innovation with tradition. Over the years, the brand has continued to captivate the world with its iconic designs, timeless elegance, and pioneering approach to fashion. With Virginie Viard at the helm after the passing of Karl Lagerfeld in 2019, Chanel has remained a symbol of both luxury and craftsmanship while adapting to the evolving fashion landscape.

Chanel’s Enduring Legacy

Founded in 1910 by Coco Chanel, the brand revolutionised women’s fashion with its minimalist and functional designs, breaking away from the restrictive corsetry of the time. Coco Chanel is credited with popularising the little black dress, creating the iconic Chanel No. 5 perfume, and pioneering tweed jackets — all of which remain symbols of the brand to this day.

Chanel’s rich heritage is reflected in its classic designs, like the Chanel suit, quilted handbags, and two-tone shoes. These pieces are not only synonymous with the brand’s identity but have become cultural icons in their own right.

Virginie Viard’s Vision for Chanel

After taking over as creative director in 2019, Virginie Viard has continued the legacy of Karl Lagerfeld while introducing her fresh vision. Viard’s designs are often seen as softer and more accessible than Lagerfeld’s, with an emphasis on feminine elegance and comfort.

Viard has successfully incorporated sustainable practices into Chanel’s production without sacrificing luxury or craftsmanship. The use of eco-friendly fabrics, responsibly sourced materials, and the gradual shift towards more transparent production methods shows the brand’s commitment to modernising its operations while retaining its traditional values.

Sustainability at Chanel: A Slow Yet Steady Shift

Sustainability has become a focal point for many luxury fashion houses, and Chanel is no exception, though its approach has been more cautious compared to other brands. The company has been making incremental moves toward environmental responsibility, focusing on the ethical sourcing of materials and improving supply chain transparency. However, unlike many competitors, Chanel has resisted full-scale shifts to digital commerce, preferring to maintain its exclusive, in-store experience.

As part of its sustainability efforts, Chanel has invested in new technologies that improve fabric production, such as using recycled fibres and sustainable cotton in some collections. Recycled polyester has also been incorporated into select accessories, marking a step toward a more sustainable future.

Iconic Products: Chanel No. 5 & the Quilted Bag

The Chanel No. 5 perfume, launched in 1921, is one of the most recognisable fragrances in the world. Coco Chanel’s vision of creating a scent that was both luxurious and modern revolutionised the perfume industry. Today, Chanel No. 5 continues to symbolise the brand’s elegance and timelessness, with limited-edition releases and refined packaging that maintain its legacy.

Equally iconic is the Chanel 2.55 handbag, designed by Coco Chanel in February 1955. The quilted leather bag, with its signature interlocking CC logo, has remained a status symbol for decades. Chanel bags are renowned for their craftsmanship, with each one requiring up to 18 hours of handwork, reinforcing the brand’s reputation for quality and luxury.

Fashion Shows and Haute Couture

Chanel’s Haute Couture collections remain some of the most anticipated events on the fashion calendar. The runway shows often take place in Paris, within the Grand Palais or specially constructed sets that embody the brand’s creativity and attention to detail. These shows are not just about showcasing new designs; they are a celebration of art and craftsmanship, bringing together a blend of innovative silhouettes, luxurious materials, and avant-garde staging.

Chanel’s Haute Couture collections emphasise the artistry of fashion, often incorporating custom textiles and exquisite embellishments. The shows themselves have become as much about the performance and theatre as about the garments, with elaborate set designs that mirror the brand’s heritage and modernity.

Chanel’s Exclusivity and Retail Strategy

One of the defining aspects of Chanel’s success is its ability to maintain an air of exclusivity. Unlike many other luxury brands, Chanel does not offer its products for online purchase, reinforcing the allure of the in-store shopping experience. The brand’s boutique stores, with their elegant interiors, are a key part of its strategy to ensure a personalised and luxurious experience for each customer.

Chanel’s retail strategy also focuses on limited product releases to maintain demand and exclusivity. Whether it’s a limited-edition bag or a special fragrance collection, Chanel’s controlled distribution helps preserve the brand’s coveted status.

The Future of Chanel

While Chanel has been careful not to embrace every digital or technological trend, the brand is certainly aware of the changing landscape. As consumers become more interested in sustainability, ethical production, and transparency, Chanel will likely continue to refine its practices and take more steps toward improving its environmental footprint. However, the brand is expected to preserve the elements that have made it timeless: quality craftsmanship, exclusive experiences, and an unwavering commitment to luxury.

Written by: Christine Daoud

Published: 21st July 2025