The Tamesis
Everyone in the fashion industry is familiar with the tension between the runway and the boutiques, but it’s rarely discussed out loud. It’s the space between the spectacle of lights, applause, social media fodder and the reality of fitting rooms, waiting lists and credit cards.
In Paris, during the Autumn/Winter 2026 ready-to-wear shows, the first collections from the newly appointed creative director are about to hit stores. What people observe in boutiques can reveal more about business strategy than any trend analysis. It should be noted that the current backdrop is challenging: the luxury sector is recovering more slowly than expected, while global conflicts (most recently the war in the Middle East) are keeping some key consumers away.
But last Thursday, when the first Chanel creations by Matthieu Blazy began arriving in stores across Paris, the city’s fashion world went wild. In between fashion shows, editors, celebrities and other influencers flocked to the brand’s boutiques in an attempt to snap up the spring ready-to-wear collection.
“I haven’t seen people so excited about shopping for as long as I can remember. I happened to go to Le Bon Marché on Friday when Paloma [Elsesser] “When I saw they had this pair, I was so excited, I heard gasps, and immediately bought the pair I’d been obsessed with since the show: sleek black croc-print pumps,” editor and luxury consultant Olivia Singer said after being spotted carrying a Chanel shopping bag at the Mugler show later that day.
“Matthew mania is clearly growing and this collection looks even better,” said Lynne Bredfeldt, global senior director of communications for Nike Sportswear, Energy and Entertainment, who was also in Paris last week. She was looking for a pair of mint green embossed crocodile leather pumps, even though the Rue du Faubourg Saint-Honoré where she started looking didn’t have them in that color. The sales assistant told her they would arrive at Le Bon Marché the next day, where she ended up buying a pair.
A wide range of colors can be found in the historic Rue Cambon store, which attracts the biggest crowds when it’s on sale. Bredfield stopped to check out the selection and spotted new Chanel ambassador Bhavitha Mandava shopping. “It really feels like a new day,” Bredfield said. Models Amelia Gray and Meta’s Eva Chen also appeared in the store. The latter described the atmosphere on the day the new series arrived at Rue Cambon as “the first day of school energy”.
