Author: Delphine Dion, Full Professor, Consmption and Market dynamics, ESSEC

For several months, Chanel, one of the most iconic luxury houses, has found itself at a crossroads. Following the death of Karl Lagerfeld in 2019, Virginie Viard, his long-time right hand, stepped into the role of creative director. However, Viard announced her departure for June 2024, signalling a pivotal moment for Chanel as the search begins for a new artistic leader. The next creative director faces high expectations: to usher in a new chapter for Chanel, redefining its aesthetic while honouring its storied heritage. The challenge is monumental. Karl Lagerfeld, who led Chanel’s artistic vision for over three decades, left an…