The first Métiers d’Art collection under Matthieu Blazy’s leadership was staged in Seoul rather than Paris. This choice in itself provides a key to understanding the house’s strategic direction.
Owned by the Wertheimer family, Chanel prioritizes consistent revenue growth and strengthening its position across Asia. South Korea currently has one of the world’s highest luxury consumption rates per capita, and hosting the show in Seoul allows the brand to simultaneously signal creative continuity and cement its presence in a crucial market.
While Blazy’s debut Métiers d’Art collection was intended to prove that the house’s artisanal and aesthetic traditions remain the primary focus, the choice of location suggests that commercial logic has ultimately triumphed over historical ties to Paris.
According to industry reports, Chanel’s sales in the Asia-Pacific region already exceed those in Europe. By showing in Seoul, the brand shortens the distance between the runway and the consumer while gauging the reactions of an audience that generates a significant portion of its revenue. At the same time, Métiers d’Art pieces continue to be supplied by specialized ateliers in and around Paris.
For the Seoul consumer, purchasing these items is less about the clothing itself and more about membership in a global elite that values French heritage while remaining aware of new creative talent. Blazy’s collection offers exactly this combination: signature Chanel silhouettes paired with a more understated, almost architectural approach that meets the Korean demand for status without unnecessary theatricality.
A similar trend was observed when Louis Vuitton moved its presentations to Seoul and Shanghai: behind the apparent cultural exchange was a strategic effort to bridge the gap between the runway and retail. Chanel is now mirroring this move, notably using the Métiers d’Art line—a collection traditionally regarded as the house’s most "French" line.
Ultimately, the Seoul show establishes a new balance of power: while the designer retains creative freedom, the final decision on where to host a presentation is driven by financial performance rather than geographic tradition.
