Chanel

Chanel is the Paris house that keeps turning old codes into new demand. Founded by Gabrielle "Coco" Chanel in 1910, the maison built its identity around products that outlived trend cycles: the tweed suit, the quilted 2.55 bag, two-tone shoes, and No. 5. Under Karl Lagerfeld, Chanel became a global commercial giant without giving up the aura of rarity that still separates it from most luxury peers. When Virginie Viard exited in 2024, Chanel handed its next chapter to Matthieu Blazy after his acclaimed run at Bottega Veneta. The move signaled continuity in craft but also a sharper push toward cultural heat, especially in markets where celebrity dressing and digital image-making move product faster than runway reviews ever could. That is where Jennie of BLACKPINK matters. Chanel's official channels continue to frame her as a House ambassador, and the partnership has become one of the defining luxury alignments of the K-pop era. Through ODD ATELIER, Jennie now manages her solo business independently, but Chanel still sits at the center of her fashion identity. Because Chanel remains privately controlled by the Wertheimer family, it can scale those relationships on its own timeline instead of chasing quarterly noise. That independence is part of why the house still feels culturally heavy even when the luxury market turns noisy around it.