CHANEL SS26 Retail Offering Review

1. Pushing through the website, which remains inconvenient to use (link in comments for my website video review), I went through the collection on the site. It features not only runway images but also catalogue shots regularly included on product pages.

2. This is a very different Chanel — not the one clients are used to and, I assume, quite unexpected for loyal customers. Such a sharp shift from the familiar almost feels like a cold shower, and this vision will likely face difficulties in proving its viability.

3. New is not necessarily bad, but its introduction should be gradual — so clients can still find what they have been accustomed to seeing for decades in a brand with such a long history.

4. The RTW feels boxy, with unrefined proportions and experimental. Extremely low rises, for instance, may work on the runway at Miu Miu, where a skirt costs around £1000–1500, but experimenting with something still questionable for the body at £4000+ becomes harder to justify.

5. Many pieces could be integrated into a wardrobe and evoke that desired emotion — but it requires effort to make them work. At Chanel this gap is especially noticeable, because the brand presents the new vision head-to-toe without integrating something familiar or easy into the look to create a softer transition.

6. Speaking of the catalogue images — the presentation often shows a direct shot of the item on the model without the coordinating bottom or top visible, leaving something new — or difficult to style — alone with a confused client.

7. The shoes feel grandma. This is an important segment for the brand that attracts aspirational customers, and this season it seems the iconic models will have to carry it.

8. The square front appears on many models. I liked the idea circulating among several brands — until I tried similar boots at Maison Alaïa. It is a very difficult design to make truly flattering. I haven’t tried any of the new Chanel ones.

9. The fashion jewellery is fun and naive, and it comes with a price. The other part is bold — nothing in between.

10. Bags… I still think the brand needs to revisit the approach I wrote about before (here).

11. I recently came across a review from a paying client of the brand. She shares impressions of luxury pieces she purchases or tries on on her relatively small account. She described being told by Chanel SA that if her review were negative, it would be better not to publish it.

12. Whether this is an isolated case or part of a broader brand approach to managing criticism, I cannot say. But if Chanel had a system of customer feedback, the commercial offering would certainly be — I emphasize, not different — but more refined, appealing, and commercially beneficial.

13. Link to a video with the person behind Chanel tweeds during Karl’s era — along with his observations about the brand today (helpful for management).