Matthieu Blazy’s hit Chanel look is heading for the high street

Blazy’s first video campaign features Margot Robbie in an oatmeal tweed jacket with frayed cuffs, styled unbuttoned over a simple white vest with a pair of stonewash straight-leg jeans. Photograph: Craig McDean/Chanel

Just six months after Matthieu Blazy unveiled his debut collection for Chanel, and a week after it landed in stores, excitement over the new designer has reached fever pitch. There have been queues outside shops, grapples at the tills and dozens of social media posts bragging about purchases. Now, Blazy’s Chanel effect is coming for the high street. Prepare for bouclé jackets and quilted chain-link bags galore.

“It is a good sign that it has become immediately a reference point for the high street,” says Mario Ortelli, a managing partner at the luxury advisory firm Ortelli & Co. “When a new product and new creative direction is successful it is copied by the high street. If not, it means it is not relevant or is only relevant for a niche set of consumers.”