In a move that has sent ripples through the fashion industry, Chanel has announced the departure of Virginie Viard as Artistic Director. Her five-year tenure at the helm closes a chapter marked by subtle evolution, youthful infusions, and respectful homage to Chanel’s heritage.
Viard, who stepped into the role following the passing of Karl Lagerfeld, had already been with Chanel for over 30 years. Her deep understanding of the brand made her a natural successor, and during her tenure, she introduced a softer, more relaxed silhouette while still honoring Chanel’s design legacy.
Youthfulness Meets House Codes
Viard’s notable introduction, the Chanel 22 bag, became a modern hit, catering to a younger audience. She also saw Chanel’s ready-to-wear revenue more than double, proving her vision connected commercially as well as creatively.
Her Fall 2024 collection, staged in Deauville, was a tribute to Gabrielle Chanel’s early days—a fitting swan song for a designer so closely linked with the House’s past and present. According to sources, the announcement came swiftly, with internal teams informed just hours before the public statement.
As the industry speculates who will take over one of fashion’s most coveted positions, Chanel’s acknowledgment of Viard’s impact was clear: she managed to evolve the brand while safeguarding its soul.