Chanel in Seoul: Matthieu Blazy Breaks Down His Historic Métiers d’Art 2026 Show

Matthieu Blazy chose to show Chanel’s Métiers d’Art collection again, this time in Seoul instead of New York, feeling it was a natural fit for the city’s culture. The show, held at the new Centre Pompidou Hanwha, beautifully blended global pop culture, modern art, and Chanel’s renowned Parisian craftsmanship. In a conversation with TopMob, Blazy discussed the inspiration, skilled artistry, and human connection behind his vision for the luxury brand.

Blazy chose South Korea as the location for the collection launch, working closely with Chanel’s Fashion President, Bruno Pavlovsky, because of the country’s growing impact on modern culture. He saw a similar energetic feel in Seoul to the lively streets of New York City.

I’m not saying New York and Seoul are the same, but they both have a really vibrant energy,” Blazy says. “Seoul is incredibly magnetic right now. It’s a culture that’s become popular worldwide – we all see it with the amazing food, music, and chefs. In fact, Korean is now the third most learned language in the US, thanks to K-pop and movies, and I felt that made Seoul the ideal setting for this collection.

The event’s location perfectly supported his creative concept. Held in a brand new museum celebrating cubism, the space reflected the complex and varied nature of the clothing collection. He explained, “Cubism is about portraying people—women and men,” drawing a connection between the art movement’s fragmented, multi-dimensional style and the diverse range of personalities showcased on the runway.

Virginie Viard’s vision for Chanel prioritizes the individual wearing the clothes, letting their personality shine through. She creates collections that feel timeless by blending styles from different eras – the 1970s, Art Deco, and the present day – mirroring how people naturally combine vintage and modern pieces in their everyday wardrobes. As Viard explains, she designs with real women in mind, creating looks for all aspects of life – from work to shopping – and emphasizes that her designs are about expressing personal style, not just following trends. She focuses on the person, not the fashion.

Blazy explored Chanel’s history and brought back some unexpected and fun details. He highlighted that Gabrielle Chanel was actually the first to use animal prints, way back in the 1920s. He also boldly mixed modern pop culture into the classic brand, with outfits inspired by superheroes like Spider-Man and Superman, a tweed suit resembling popcorn, and even a tribute to his pet dog in the clothing.

Blazy intentionally broke away from typical business attire, creating a look his team playfully called “the cupcake.” He believes women in business should feel empowered to express their femininity. He explains that choosing to be both modern and cute is a deliberate and powerful statement for women.

The Métiers d’Art collection is essentially a tribute to the skilled artisans who work at the le19M workshop in Paris. Designer Blazy created the collection with deep admiration for these craftspeople, who expertly translate his designs into reality. As he puts it, this is a ready-to-wear line where handmade techniques are central. He enjoys collaborating with a diverse range of specialists – from the traditionally-minded embroiderers at Lesage, to the more innovative Montex, the feather experts at Lemarié, and the shoemakers at Massaro – each bringing unique expertise to the collection.

For Blazy, leading these renowned workshops means prioritizing learning from the expertise of the artisans. He explains, ‘It’s incredible to be surrounded by so much skill and knowledge… some craftspeople have been perfecting techniques for over 40 years, and I approach them with humility, always listening and learning.’

Blazy’s biggest insight comes from understanding how Gabrielle Chanel revolutionized comfortable style. He explains that Chanel’s trip to New York in the 1920s—and seeing women wearing clothes inspired by her designs in their daily lives—fundamentally shifted her design philosophy.

When she returned to Paris, she made a groundbreaking change to Chanel’s designs. She loosened the fit of the clothing – slightly lowering armholes, adding more comfortable ease, and using more fabric in the skirts to allow for easier movement. Blazy believes this shift was incredibly important, marking what he sees as the beginning of streetwear. He argues that Chanel isn’t just about classic elegance like camellias; it also represents liberation, freedom, and the ability to move comfortably.

The show in Seoul wasn’t just about beautiful clothes and skilled craftsmanship; it was a very personal event for the designer. He intentionally focused on his close connections with the models, explaining that the runway show is a chance for them to reconnect and celebrate important moments in their lives together.

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