New designers are leading the "Brazilian heat"; Chanel will expand its stores in China.

Chanel is opening new stores in China. The brand is betting on the "vitality" reappearing in China, as well as the buzz generated by star designer Mathieu Blazy, to boost this French luxury brand. Blazy's products did not hit the shelves of stores until late March, but the enthusiasm for his debut collection on social media and boutiques has been dubbed "Blazy fever". In the midst of years of slowdown in the luxury industry, such a response has become a rare bright spot among major luxury brands. Chanel said on Tuesday that its sales will accelerate by "high single digits" in the second half of 2025, a momentum that will continue into 2026.