As soon as we embark on 2025, luxury players take turns revealing their good wishes for the months to come. Essentially written as reflections for the attention of their communities, these messages also sometimes sound like so many introspective declarations, bringing challenges and ambitions for 2025. Focus on four Houses with more strategic wishes than it seems.
The blank page of Chanel
From the traditional paper greeting card to digital format, Chanel signifies its entry into a new year with a new animation. Here, the effects of folding and cutting follow one another in favor of the major codes of the House: a snowflake decorated with the double C, the emblematic silhouette of the No. 5 bottle, the lion, the camellia flower… A reminder of the fundamentals at the dawn of a year 2025 which foreshadows a new chapter in the history of the brand with the arrival of artistic director Matthieu Blazy who will officially take the reins of the Chanel collections in a few weeks.
The historical roots of Lanvin
This year, Lanvin makes its wishes coincide with the birthday of its founder Jeanne Lanvin, born January 1, 1867. The opportunity also, to re-situate the brand as the oldest French fashion house still in operation since its launch in 1889, a signature regularly reaffirmed in the communication operations of Lanvin. 136 years later, the House is preparing to enrich its heritage DNA with the presentation, at the end of January, of the very first collection by Peter Copping, who took over as creative director last September.
Gucci, all eyes on China
At the beginning of 2025, Gucci does not deviate from its major operation of Chinese reconquest and is betting straight on entering the year of the Snake. With bursts of images featuring its brand ambassadors (Xiao Zhan, Ni Ni…) and retail activations set up between Shenzen and Chengdu, the flagship of the Kering group intends to ride on this key date of the Chinese calendar to regain its place in a market that is losing momentum.
Burberry’s return to its roots
After a year 2024 marked by a drastic drop in its sales (-20%) and its removal from the main index of the London Stock Exchange, Burberry wants to move forward. A few weeks ago, the brand indicated that it wanted to concentrate its efforts on a recovery strategy. Burberry Forward focused around its British DNA and its historic segment, that ofoutdoor. A look at the future and the outside that the brand embodies, in its own way, in a series of visuals imagined for this new year by the artist Madeleine Bialke.
According to the study Luxury Monitor led by Bain & Company and Altagamma, the luxury personal goods market would have fallen by -2% in 2024, to 1,500 billion euros in 2024. According to this same source, the industry could experience a slight improvement in 2025 while remaining intrinsically linked to macroeconomic developments in several strategic regions – China, United States, Europe – and in emerging markets such as India, South-East Asia and Africa.
