Ever since its inception in 1918, Chanel has carried an extravagant history as one of the largest and most recognizable powers in the luxury world. The growing expansion of the digital world, however, has caused many to wonder: what will the historic house of Chanel look like in the year 2050?

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With this in mind, both the current climate and the future outlook for the wearables sector was investigated in order to develop a proposal for Chanel’s possible place in the haute couture and luxury sectors of 2050.

The research focused on three key areas that best suit Chanel’s integration of technology into its haute couture strategy: the product, the production, and the service.

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To further define these key areas, several factors were considered, including the luxury consumer and market of the future, the role of biotechnology and 3D printing, the changing definition of haute couture, and the importance of Chanel’s rich brand history and strong brand equity. Together, these concepts shape the forecast of how Chanel characterizes haute couture in the future.

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Welcome to Chanel 2050.

EXPLORING THE PARADOX OF CHANEL

Since its inception in 1918, the house of Chanel has celebrated women by empowering them to do anything they want through fashion, an ideology that Coco Chanel lived by. 

When Coco Chanel passed away in 1971, many wondered how the brand would shift. In 1983, the house of Chanel found its answer when Karl Lagerfeld was appointed as the chief designer. Since then, Lagerfeld has progressed the Chanel aesthetic into the modern age while maintaining the brand’s heritage and signature style that Coco Chanel ignited across the world so many years before. 

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As the brand adapts for the future, one thing is for sure: Coco’s rebellious spirit and penchant for the paradoxes in life will carry forward.