Luxury fashion house Chanel has announced that it will present its highly anticipated 2026 Métiers d’art collection in Seoul, South Korea, on May 26, 2026. The prestigious show will follow the collection’s initial unveiling in New York on December 2, 2025, positioning Seoul as a significant fashion destination for the maison’s global presentation strategy.
Why Seoul Matters for Chanel’s Global Expansion
The decision to host the show in Seoul reflects the city’s emergence as a global cultural and fashion hub. As a leading Asian metropolis, Seoul has strengthened its international influence through music, film, and digital culture. South Korea has become one of the world’s premier luxury consumption markets, with Chanel Korea achieving record sales of 1.84 trillion won—approximately $1.29 billion—in 2024, representing an 8.2% year-on-year increase. This makes Chanel the largest foreign luxury brand operating in the Korean market, underscoring its dominant position.
Matthieu Blazy’s Creative Vision Takes Center Stage
The upcoming Seoul presentation marks a milestone moment for artistic director Matthieu Blazy, whose first Métiers d’art collection for Chanel will showcase the maison’s renowned craftsmanship heritage. While the specific venue in Seoul has yet to be revealed, the show promises to continue Chanel’s tradition of celebrating artisanal excellence.
Separately, Chanel announced that its Cruise 2026/27 collection will premiere in Biarritz, France, on April 28, 2026—a symbolic choice as the southwestern city hosted Gabrielle Chanel’s first couture house, marking a return to the brand’s foundational origins.