French luxury brand Chanel has opted for 40-year-old Matthieu Blazy as its new creative director instead of one of the industry's established celebrity designers. Handed the reins of Chanel with its nearly $20-billion annual sales,

For the great luxury houses, it's terribly important to be embodied by a strong, talented personality. Big names in luxury regularly announce, sometimes discreetly, at times loudly, the name of their new artistic director.

French-Belgian designer Matthieu Blazy will take over as artistic director of Chanel, the world’s second biggest luxury brand in 2025. He will replace Virginie Viard, who announced her departure from the company in June.