How to make Chanel [IG] tweed suits once again a must-have for ‘it girls’ is surely a high priority on Matthieu Blazy’s October debut ‘To Do’ List.

Until then, in the Fall Winter 2025 campaign, we see Mona Tougaard out and about on the streets of Paris. As for rewriting codes, that’s Blazy’s job and this was a caretaker collection now on view in campaign images by Mikael Jansson [IG].

Mona leads the campaign in the opening look from the Fall 2025 runway show with longer over-layers of trompe l’oeil tulle adding a dark, romantic edge. It works better in the campaign shot than in other renditions on the runway.

The black ribbon-shaped Grand Palais March 2025 runway set gave way to Coco Chanel’s white-ruff neck treatment and the billow-y sleeved poet blouse.

The oversized beads too large to wear as a necklace become a new body-torso ornament. As Vogue noted, Chanel’s internal design team knows the playbook inside out. That’s exactly why Matthieu Blazy is expected to shake things up.

As the irrepressible Cathy Horyn wrote for ‘The Cut’, about the recent July 2025 Chanel Couture show:

“The studio team ‘revisited major winter classics’ the press note said, and it sought to capture Chanel’s love of nature and of the Scottish Highlands. That’s enough information, right there, to force a nap.”

Chanel is running a 4% decrease in 2025, not bad compared to some other brands. The point is that Blazy must bring innovation to the brand, because the days of jacking up the prices post-COVID are over.

We may be deluding ourselves that the October spring 2026 shows will deliver a lightening bolt of new energy into luxury brands ready-to-wear collections — given all the new designer debuts.

Clearly, luxury brands collectively need a shot of adrenalin, given the global financial markets and tariff angst many of us are feeling. In America, we no longer know up from down, as the sand shifts under our feet from morning to noon to night. ~ Anne