via Business of Fashion · August 7, 2026
Blazy or Bust: Luxury’s Zero Sum Game
Chanel’s surging sales underscore that the luxury industry’s challenges may be less about demand than desirability.
The Story
At a press event last month, I was informed by a fashion publicist with much conviction that Chanel is singularly the hottest brand right now. But specifically, new Chanel, she said: “Blazy or bust.”
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Original report
Business of Fashion
