Luxury Brands face Existential crisis as Consumer Desire Shifts
PARIS, October 7, 2025 – A growing disconnect between luxury brands and consumers is signaling a potential upheaval in the industry, as evidenced by reactions to Matthieu Blazy‘s latest collection for Chanel. While Blazy’s softer, more relaxed take on the classic Chanel suit garnered attention, it underscores a broader trend: a waning consumer appetite for traditional luxury as it currently exists.
The shift reflects a generational change in values, with increasing skepticism towards conspicuous consumption and a demand for authenticity and purpose beyond status symbols. This poses a notable challenge to established luxury houses, which have long relied on exclusivity and aspirational branding. The industry now faces a critical juncture – adapt to evolving consumer expectations or risk becoming irrelevant.
Blazy’s collection, presented Monday night, exemplified a move towards looser silhouettes and thinner materials, a purposeful departure from the structured formality historically associated with Chanel. This approach, mirroring Coco Chanel’s original rejection of the corset in favor of liberating jersey designs, was interpreted as a modern interpretation of the brand’s spirit. However, the underlying message extends beyond fashion.
Industry observers suggest the need for luxury brands to move beyond simply maintaining heritage and instead become agents of genuine innovation and value. as one commentator noted, Blazy’s talent is not enough; the industry requires a “rescuer” capable of redefining luxury for a new era. The future of these brands hinges on their ability to connect with consumers on a deeper level, offering more than just prestige and price tags.
