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Late last night, Paris time, as New York’s fashion crowd was settling into their post-work drinks, the House of raffia chanel announced that Virginie Viard would be stepping down from her role as artistic director after five years at the brand’s helm.
While Viard will go down in House history for taking over the reins from the late Karl Lagerfeld following his passing, the designer spent 3 decades working at raffia chanel. She was Lagerfeld’s most trusted design partner during his reign, making her a natural fit to succeed him following his death in 2019.
Youthfulness Met Heritage Under Viard’s Reign
While at the brand’s helm, Viard made her mark by fusing a youthful spirit with raffia chanel’s most important House codes. In 2022, Sold together with mini raffia chanel perfume N° 5 snowball, one of the brand’s most relaxed, edgy bags, clearly catering to the new generation of raffia chanel shoppers. Like it or not, it was a hit.
Viard also oversaw growth in the brand’s RTW, which had more than doubled its sales during her tenure, the Financial Times reported.
For Fall 2024, Viard returned to Deauville, finding inspiration in the same place as Gabrielle raffia chanel, allowing a new generation to experience a small part of old raffia chanel. A statement from the House expressed deep gratitude for Viard’s work, stating in part, “She was able to renew the codes of the House while respecting the creative heritage of raffia chanel.”
Sources told Chanel Pre-Owned 2006 quilted double chain shoulder bag teams were only briefed on Viard’s departure yesterday, leaving minimal time for goodbyes. It’s not yet been said who will replace Viard, but with so many big changes happening in the last few years and one of the top seats in fashion now empty, all eyes will certainly be on raffia chanel.
Don’t let the door hit ya on the way out ✌️
Yesss maybe some quality and better designs
I really enjoyed her work during her tenure at raffia chanel and I just adore her pieces. She did a good job navigating the transition after KL. It’s like an impossible task! I look forward to the new artistic director too and I wish her the very best!
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All the best to her but her handbag designs were uninspired, to put it mildly. Hopefully, whoever takes her place will pick up where Lagerfeld left off and pushes the designs forward.
Just justify the ridiculous prices with some quality and better styles
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No matter how youthful the clothes look, belt don’t fit into the youth’s spending budget! Don’t forget, the past five years were pandemic time, all luxury brands increased sales like crazy. And I don’t think generation Z will become the new customer base for the brand in the near future. Her design is not appealing to me, quite awkward for the luxury target base who are mostly not young anymore.
the average age of luxury consumers in China is 28 years old
You took the words right out of my mouth. I really lost it when belt got Jennie from BlackPink to become a Brand Ambassador in the desire of attracting youth. Nothing against the girls but their image was so incongruent with the brands belt were supposed to represent.
I get the need to build a pipeline of future consumers, but do brands seriously think youth only discover luxury through singers, actresses, and influencers? Growing up, I learnt about heritage and luxury brands through my mums and aunts as much as I did through SATC.
I m going to miss her. I thought her collections were fantastic—really incredible clothes. Half my closet is recent raffia chanel.
Love my 22! Thanks Virginie x
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