Chanel, men’s without the collection: a strong strategic choice

Chanel, the undisputed icon of French elegance, has just confirmed a decision that contrasts with current trends in the fashion industry: it will not offer a men’s line. This decision was clearly stated by its CEO, Leena Nair, who stated bluntly: “No, we have no plans to enter the menswear universe.”

This statement puts an end to months—if not years—of speculation fueled by the presence of prominent male figures in the house’s campaigns. Artists like Kendrick Lamar and actors like Timothée Chalamet have often been seen wearing Chanel pieces, sometimes even on magazine covers or on prestigious red carpets. This growing visibility had led to speculation that the house on Rue Cambon was perhaps preparing a strategic shift towards the menswear universe.

But Chanel remains true to its fundamentals: women above all. Since its founding by Gabrielle Chanel, the brand has been built on a stylistic emancipation of the feminine wardrobe, freeing it from its constraints and elevating it to the status of chic armor. By refusing to create a men’s line, the house isn’t closing the door to men, but reaffirming its vision: Chanel’s codes are universal, but they don’t require a gender-specific collection to exist.

Leena Nair states: “I’m delighted to see men wearing Chanel all over the world.” A phrase that speaks volumes about the strategy: Chanel doesn’t need to adapt its creations; it’s individuals—men or women—who appropriate the brand’s universe. Gender becomes incidental, allure essential.

This positioning may seem counterintuitive in an era where fashion is increasingly blurring the lines between genders. From Gucci to Louis Vuitton, Fendi, and Balmain, many fashion houses have embraced a gender-mixed aesthetic, often through unisex collections or bold menswear lines. Chanel, for its part, has chosen not to follow this trend, or rather, not to formalize it.

In reality, Chanel’s approach is perhaps more modern than it appears: in a world where clothing should no longer be defined by gender, why create a “men’s line”? Why separate what can simply exist under the banner of style and elegance?

Chanel thus continues to seduce men without speaking to them directly. A strategy of non-exclusive exclusivity that reinforces the brand’s prestige while allowing everyone the freedom to identify with it.

This is the subtlety of Chanel: saying no to a men’s collection while leaving the door wide open to those who want to appropriate its myth. A refusal that, ultimately, speaks volumes about the power of a timeless style.