I’ve advocated for Hedi for a long time now. More than any other designer working now, what I think he’d be able to do for Chanel now is make it feel expensive again. And that is something that Chanel really needs.
Karl’s Chanel felt luxe for a long time - especially in the late 90’s and early 00’s. But by about 2010, his Chanel got pretty corny and goofy, but it worked because, well, Karl was Karl.
But without the cache of Karl at the helm, everything started to feel pretty cheap. The stores all desperately need a redesign, the campaigns have long been forgettable, the fragrance marketing needs to be polished, and clearly the clothes need refinement.
Hedi can do all that and more. He’s one of the only designers left out there with the capacity, conviction and discipline to be able to handle being in charge of all aspects of a brand this big.