CHANEL’s Métiers d’Art show arrived in Seoul this season, and Creative Director Matthieu Blazy brought the full weight of the house with him. The collection, held in one of fashion’s most culturally electric cities, drew attention from across the global style world.
Then an Instagram post from user @zuhazana pushed the conversation into viral territory. The post tagged both @chanelofficial and @Matthieu_Blazy directly and carried a heart-emoji-punctuated appeal: “put her in CHANEL💗.” Filed under #CHANELMétiersdArt, #CHANELShow, and #CHANELinSeoul, it crossed 205,000 likes.
It did that without a verified badge or a brand deal behind it. That’s the kind of organic traction luxury houses genuinely can’t manufacture.
The post didn’t come from CHANEL’s press team or a credentialed fashion editor. It came from a devoted follower of the house. That person tagged the right people directly, and the internet did the rest.
Who is “her”? The post leaves the subject unnamed. That open-endedness may have helped fuel its reach. Whoever she is, the sentiment clearly landed.
The Métiers d’Art collection is one of CHANEL’s most craft-focused events of the year. It’s not a standard runway show. This one exists to celebrate the savoir-faire of the house’s artisan ateliers: Lemarié for feathers and flowers, Massaro for shoes, Goossens for jewelry. Karl Lagerfeld created the format in 2002 as a vehicle for exactly that kind of spotlight. Since then, the show has traveled to cities from Salzburg to Tokyo to Dallas. The work is intricate and tied directly to CHANEL’s legacy.
Blazy succeeded Virginie Viard as Creative Director in 2024. He’s brought fresh attention to those atelier traditions since taking the helm, leaning into material storytelling and the quiet expertise behind each piece.
Seoul as a venue choice was no accident. The city has become a reliable stop for luxury houses looking to connect with a new generation of consumers. Korean fashion culture has reshaped global aesthetics over the past decade. Seoul Fashion Week, K-pop’s grip on international style, and the city’s well-earned reputation as a tastemaker hub all made it a natural home for CHANEL’s most craft-driven annual event.
The original post also carried the Korean-language hashtag #샤넬패션. It signals how naturally the Seoul setting wove into the conversation, across languages and time zones.
Fashion accounts across Instagram responded in force. #CHANELinSeoul and #CHANELMétiersdArt trended within the style community, drawing posts from attendees, editors, and observers worldwide.
Blazy has been one of fashion’s more quietly compelling figures since stepping into a very long shadow. His Métiers d’Art work in Seoul gave him the ideal stage for that kind of slow, careful glamour.
Whether the unnamed “her” ever finds herself in a CHANEL fitting room remains to be seen. But the post, the show, and the Seoul moment made one thing clear. CHANEL travels, and the world follows.
