French luxury maison Chanel will present its 2026 Métiers d’art collection in Seoul, South Korea, on May 26, 2026. The show will follow the collection’s initial unveiling in New York on December 2, 2025, marking its transition to Asia as a repeat presentation.
The upcoming show is drawing particular attention as it represents the first Métiers d’art collection by artistic director Matthieu Blazy for Chanel. While Seoul has been confirmed as the host city, the exact venue has yet to be disclosed.
Chanel’s Distinctive Presence in the Korean Market
Choosing Seoul as the location for the Métiers d’art show makes sense when viewed against today’s fashion and cultural landscape. As a core Asian metropolis, Seoul has continued to evolve as a global cultural hub, expanding its influence worldwide through music, film, and digital culture.
South Korea has also firmly established itself as one of the world’s leading luxury consumption markets. According to The Korea Economic Daily, Chanel Korea recorded sales of 1.84 trillion won (approximately $1.29 billion) in 2024, an 8.2% year-on-year increase and the highest figure in its history. This makes Chanel the largest foreign luxury brand in the Korean market, underscoring its exceptional presence in the country.
Despite its relatively small population, South Korea generates luxury sales volumes comparable to those of Europe, the United States, and China—highlighting the structural strength of high-end consumption within the market.
Beyond commercial success, Chanel has consistently positioned South Korea as more than a sales destination. Through multiple brand exhibitions and cultural initiatives, the maison has treated the country as a platform for ongoing cultural dialogue.
Chanel’s Cruise 2026/27 Collection Signals a Return to Origins
Separately, Chanel recently announced that it will present its Cruise 2026/27 collection on April 28, 2026, in Biarritz, located in southwestern France.
Biarritz holds deep symbolic significance for the maison, as it is where Gabrielle Chanel established her first couture house. The city remains closely associated with the brand’s origins, making it a fitting setting for a collection that reflects a return to Chanel’s foundational roots.
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