"It's busier than McDonald's on a Friday night in Leeds," my girlfriend said, turning to me as we perched on a tweed-covered settee in the middle of 31 Rue Cambon—aka Chanel's most iconic store and Paris flagship. With rumours of near-hour-long waits to see a sales associate, already-sold-out pieces, and people travelling upwards of 30 hours just to make it into the building, I had to see this Matthieu Blazy mania for myself. Confirmed: it's bigger than anyone anticipated.
Granted, the signs were there. When the new creative director's debut collection, Spring/Summer 26, showed at Paris Fashion Week last October, it landed immediately. The new pumps, the bags, the Chanel-embroidered shirts were all moodboarded, reposted, and coveted across the internet. So, we knew it would sell.
