ALL ABOUT BRUNO PAVLOVSKY, PRESIDENT OF CHANEL
Bruno Pavlovsky, President of Chanel and a board member at Institut Français de la Mode (IFM), came to IFM today to offer his insights into the present and future of one of the world’s biggest luxury brands. Pavlovsky is also the President of the IFM Foundation, which provides 155 scholarships to students! The conversation covered everything from Chanel’s creative philosophy to its relationship with clients, luxury craftsmanship, and the arrival of Matthieu Blazy at the maison.
Defining Chanel Today
When asked how he defines Chanel in today’s world, Pavlovsky emphasized the lasting influence of Gabrielle “Coco” Chanel. “She was so connected with the best artists of the period, nourished by incredible leaders and discussions. She was open and connected with her time,” he said.
He traced this visionary approach through Karl Lagerfeld’s tenure, describing how the legendary designer always looked toward the future. “With Karl, the vision was exactly the same. He was always bringing the sparkle needed to take Chanel to the next step.”
Under Virginie Viard, Chanel embraced even more femininity in its designs. Now, with Matthieu Blazy joining the maison, Pavlovsky hinted at an exciting evolution, stating, “We’d like to continue in the same mood but with the sparkle and one of the geniuses who exists today.”
Chanel’s Singular Approach to Métiers d’Art
Chanel remains the only fashion house to host an annual Métiers d’Art show, a celebration of craftsmanship that took 30 years to define. Pavlovsky explained that it has always been a pragmatic initiative, grounded in continuous innovation. “They have continued to work with Karl, always looking for new techniques and new ways to perfect the craft.”
The Changing Face of Luxury in 2025
With 2025 marking a significant turning point for the brand, Pavlovsky addressed how clients’ expectations of luxury have evolved. “At Chanel, we don’t have that many clients—we have a few VICs (Very Important Clients)—and I speak with them daily. They want to see products with values. They don’t want to feel trapped in luxury without meaning.”
Transparency and authenticity have become paramount. Chanel is developing a digital passport system that will allow clients to track the origins and materials of their purchases. “When you say ‘regenerative cotton,’ you need to show them what that means to prove you are not greenwashing.”
He also noted that “we’re over the age of easy luxury.” The future of high-end fashion lies in strong storytelling, real craftsmanship, and making a difference at the client level.
Creativity and the Role of the Creative Director
Reflecting on the evolution of creative leadership, Karl Lagerfeld was credited with reinventing the role of the Creative Director. Today, he believes that creativity must be balanced with respect for a house’s heritage.
“The question is not just about being a creative—it’s about being a creative who appreciates and accepts the entrance of a brand with its codes and storytelling,” he explained. Designers must be willing to dedicate themselves to a brand’s DNA, stating that success requires at least 10-15 years to truly make an impact.
Luxury Fatigue & The Future of Chanel’s Client Base
When asked about “luxury fatigue,” Pavlovsky warned that brands must be careful not to rely too heavily on marketing or produce products that lack a true connection to craftsmanship. “Sometimes I see products that, to me, have nothing to do with luxury. We must be demanding in our approach.”
Chanel is also selective about how it engages the younger generation. “When you love something at 18, you hate it at 25,” he stated, suggesting that while Chanel aims to inspire young people, it is not aggressively targeting them as customers. “A lot of young women come for a bag on their 18th birthday, but our focus is on women 25+, if not 35+. We are a brand for women and believe we still have work to do in this space.”
Matthieu Blazy’s Arrival at Chanel
With Matthieu Blazy set to join Chanel, Pavlovsky emphasized patience in the transition. “We have to give him time to better get to know the house and figure out the next step. Our job is to ensure that in five years, most are happy.”
He described his approach to leadership as straightforward: “I tell him, don’t look at too much—be yourself and figure out what you want to do with the brand. I’m sure everything will happen simply.”
Lessons from a Career at Chanel
Bruno Pavlovsky’s own journey at Chanel started in finance, working at Deloitte before joining the brand for transfer pricing. He later played a key role in restructuring the fashion division, working closely with Karl Lagerfeld for over 30 years.
One of his key takeaways? The importance of humility and patience. “Be at the right place at the right moment. Work hard.”
For young professionals entering the luxury industry, he stressed two key qualities:
Take the time to listen.
Take the time to understand what the brand is looking for.
“It’s not that you have to take too much time, but I believe in the value of spending time somewhere. Sometimes you can have a great first six months but still struggle with onboarding because you think you’ve understood the brand, but you haven’t yet.”
Final Thoughts
Bruno Pavlovsky’s conversation at IFM offered a rare glimpse into Chanel’s philosophy—one that balances heritage with evolution, creativity with discipline, and exclusivity with authenticity. As Chanel navigates 2025, its focus remains on crafting luxury that is both meaningful and timeless.
The key takeaway? The future of luxury isn’t about making things easier—it’s about making them better.
