Just six months after Matthieu Blazy unveiled his debut collection for Chanel, the fashion world is still buzzing. Queues have formed outside stores, shoppers are bragging online about their purchases, and the social media chatter shows no signs of slowing. Now, Blazy's Chanel effect is spilling onto the high street, with bouclé jackets, tweed cardigans and quilted bags appearing almost immediately in more accessible versions.
'It is a good sign that it has become immediately a reference point for the high street immediately,' says Mario Ortelli, managing partner at the luxury advisory firm Ortelli & Co. 'When a new product and creative direction is successful, it is copied. If not, it either isn't relevant or appeals only to a niche set of consumers.'
The Campaign Everyone's Talking About
Fuelling the frenzy is Chanel's first campaign under Blazy, released online earlier this week. In just minutes, the video racked up hundreds of thousands of views. Starring Margot Robbie, it pays homage to Kylie Minogue's 2002 music video for Come into My World, which famously duplicated the pop star across a Parisian street. The new campaign cleverly bridges generations: Minogue's original audience, Robbie's fans from Neighbours and Gen Z shoppers embracing Y2K fashion trends all have something to connect with.
French filmmaker Michel Gondry, who directed the original Minogue video, returned to helm Blazy's campaign. Multiple identical Robbies walk along a recreated Rue Montmartre, with a fleeting glimpse of Minogue herself. Robbie emerges from a green Fiat 500 and swings around a vintage street lamp, her carbon copies all clad in the same outfit: an oatmeal tweed jacket with frayed cuffs, styled open over a simple white vest, paired with stonewash straight-leg jeans.
It is this very outfit that has ignited both high-end and high-street enthusiasm. The look nods to classic Coco Chanel codes but introduces Blazy's own millennial ease, balancing heritage and modernity. It's simple yet magnetic—a formula that shoppers are eager to emulate.
Chanel Hits the High Street
Retailers have wasted little time in responding. Marks & Spencer's spring collection includes bouclé-inspired jackets, complete with Chanel-style gold buttons, priced at £55. At Zara, raw-edged jackets and cardigans are already topping bestseller lists, while Mango's £49.99 tweed jacket is proving popular among shoppers seeking affordable takes on luxury looks.
As for the jeans, JW Anderson's straight-leg options for Uniqlo in the '65 blue' shade and H&M's washed, baggy blue pair come closest to replicating Robbie's casual, non-intimidating silhouette.
Ella Baynes, insight executive at Savvy Marketing, notes that this accessibility is key. 'In the midst of an affordability crisis, the simplistic look is aspirational but also achievable,' she says. 'It shows that Chanel can be worn in the way people live now. Even if most shoppers can't afford it, they can recreate the basics of Robbie's outfit. And for those investing in a single piece, it feels like a more accessible entry into luxury if it can be worn with items they already own.'
The Power of Effortless Style
Julia Hobbs, contributing senior fashion features editor at British Vogue, praises Blazy's approach. 'A Chanel jacket and jeans is fashion's version of the perfect pop song,' she says, drawing a parallel with Anna Wintour's 1988 Vogue cover featuring a Christian Lacroix top paired with casual Guess jeans. It was a landmark moment for mixing high and low fashion, and the campaign evokes a similar energy.
Hobbs highlights the campaign's playful styling. 'The jacket sleeves are pushed up to the elbow. The denim silhouette is ingenious—a non-intimidating anti-fit which almost anyone will already own. Nothing about the look is trying too hard.'
Nostalgia as Comfort
Blazy's Chanel thrives on nostalgia, a source of comfort for shoppers facing uncertain times. Soundtracks for his recent shows have leaned heavily on the 1990s and early 2000s, from Snap!'s Rhythm is a Dancer to Oasis' Wonderwall. While other luxury brands chase hard-edge sex appeal or internet hype, Blazy's aesthetic is about joy.
'Viewers don't need to be well-versed in fashion to understand the campaign,' says Baynes. The pop culture references—Robbie, Minogue, Y2K vibes—serve as a low barrier to entry, allowing both older and younger audiences to engage with Chanel's message.
This appeal is translating directly into sales. Social media is full of posts from shoppers mimicking Robbie's oatmeal tweed jacket and straight-leg jeans, creating a sense of shared excitement that extends beyond Chanel's boutiques. It's a rare moment when high fashion feels entirely relatable.
From Craft to Casual
What makes Blazy's Chanel resonate so widely is the combination of craft-led sophistication and everyday wearability. The oatmeal tweed jackets, gold-accented cardigans and structured yet relaxed jeans all reference the house's couture heritage, but they are designed to integrate seamlessly into modern wardrobes.
It is a reminder that luxury need not feel intimidating. By creating pieces that are wearable, desirable and instantly recognisable, Blazy has made Chanel's codes approachable without diluting their craftsmanship. The high street is taking note, and shoppers are eagerly following suit.
The Chanel Effect
From the video campaign to the high street adaptations, Blazy has created a cultural ripple effect. It is a testament to his vision that just six months into his tenure, Chanel's new aesthetic is setting trends beyond the boutique doors. His playful, nostalgic, and wearable approach is reshaping how shoppers perceive the house—luxury that is both aspirational and achievable.
As queues form outside stores and social media posts multiply, it is clear that Blazy's Chanel is more than a collection—it is a template for contemporary style, blending heritage, joy, and street-level accessibility in one cohesive package.
