“What if Chanel started doing menswear ?”

A Black man seated, wearing a beanie hat with a logo, a patterned jacket, and light-colored pants, posing in a studio against a plain background.
Black and white portrait of a man sitting with his elbow resting on a chair, wearing a beanie with a pattern and logo, a checkered sweater, and a white shirt underneath, against a plain background.

Introducing…

Chanel logo with interlocking C's above the words 'CHANEL HOMME' in black text.

A Concept Imagined by Alya Baya

Black and white promotional image for 'The Beat Drop' by Alya Baya Abbas Terki featuring a shirtless man with jewelry, holding a jacket over his shoulder.
A group of people on a boat in the water, possibly fishing or sightseeing.
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“The iconic CHANEL is a luxury fashion house founded in 1910 by Gabrielle "Coco" Chanel in Paris.

Specialised in Womenswear, CHANEL revolutionised fashion by challenging traditional silhouettes with more functional and comfortable garments For Women By Women... until now.

Black and white photo of a woman in vintage attire, wearing a hat, layered pearl necklaces, earrings, a dark dress with a bow, and a large bracelet, looking to the side.
Black and white portrait of a person with braids, wearing earrings, a striped shirt, and a large chain necklace with a lock pendant.

CHANEL HOMME

The first-ever menswear line from CHANEL.

Anchored by A$AP Rocky, Chanel Homme fuses heritage with rhythm, masculine elegance with emotional honesty. CHANEL would preview its first menswear line during Fête de La Musique.

The Fête de la Musique, also known in English as Music Day, is an annual music celebration which takes place on June 21st.

On Music Day, citizens and residents are urged to play music outside, in their neighborhoods or in public spaces and parks. Free concerts are also organised, where musicians play for fun; no fees are involved.

The idea came from Jack Lang, then Minister of Culture of France, it was celebrated in Paris in 1982. Music Day later became celebrated in 120 countries around the world.

This launch would be a cultural moment, not just a collection.

A Chanel pearl necklace with a double C logo pendant in the center, positioned between two columns of text on a white background.
Screenshots of two social media profiles for Chanel, showcasing their posts and videos, with the Chanel logo and branding.
Chanel website homepage featuring a large gift box with a black ribbon, a Chanel perfume bottle on top, and text celebrating Father's Day.

In addition of their official website, CHANEL communicates mostly via their social media platforms, especially Instagram and their Youtube channel.

Top Performing Formats Weaknesses

Fashion Show Clips No menswear line d

Campaign Reels Limited agility on trend-driven platforms like d. TikTok

Celeb Features No direct e-commerce for fashion in many d markets

Beauty & Skincare Edits

Archival Throwbacks

Close-up of a textured fabric, a white flower, and pearl beads.

Competitor Landscape

Comparison chart of luxury fashion brands Hermes, Louis Vuitton, and Dior, highlighting their styles, campaigns, design focus, price range, and aesthetic qualities.

A

Closer

Look

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Louis

Vuitton

Louis Vuitton, part of the LVMH group, is one the world’s most valuable luxury brand. Under the recent creative direction of Pharrell Williams, its menswear division has evolved into a powerful blend of streetwear culture, artistic innovation, and luxury fashion codes.

LV menswear embraces bold branding, celebrity partnerships, and cross-genre collaborations (e.g., with Tyler, the Creator, Nike, Yayoi Kusama). With global fashion shows, immersive pop-ups, and product drops designed for digital virality, Louis Vuitton has become the most visible and influential menswear label in the luxury space.

A man crouching behind a large, vintage-style Louis Vuitton trunk with a dark brown monogram pattern, gold hardware, and beige straps. Only half of his face and part of his body are visible.
Stylish man in Louis Vuitton jacket with goggles and a woman in a yellow trench coat by small airplane on runway.
Black Nike swoosh logo on a white background.
A man wearing a pixelated camouflage suit and cap, with diamond-shaped sunglasses, jewelry, and holding his hands together in a prayer gesture.

Potential Partenerships

Adidas

“A legacy in motion”

Adidas has previously collaborated with Chanel , notably through Karl Lagerfeld and Pharrell. A capsule sneaker or tracksuit drop for Chanel Homme would merge Parisian tailoring with streetwear roots, tying in performance, sport, and fashion codes.

Could feature limited-edition Chanel Homme x Adidas sneakers, logo-lined shell jackets, or tailored track pants for the modern urban man.

Two fashion models walking on a runway inside a historic room with gold wall accents. The model on the left is wearing a large black cap with white text, a hooded sweatshirt with red and white stripes, layered under a white hoodie with a graphic design, ripped jeans, and sneakers. The model on the right is dressed in a green bomber jacket with patches and graphic designs, dark loose pants, purple shoes, and carrying a red bag.
Logo of the brand PIUM with a stylized swoosh symbol.
Logo with the words 'AWE DVD' in black stylized text above a black and white DVD disc graphic.

Café de l’Homme

“Name speaks for itself”

Located at Trocadéro with an iconic Eiffel Tower view, Café de l’Homme is the perfect venue to host the Chanel Homme afterparty on June 21st.

The night could feature the official release of A$AP Rocky’s new album with a live “Don’t Be Dumb” performance, DJ sets, custom cocktails, and Chanel silhouettes styled in motion.

This would be a multi-sensory launch rooted in style, sound, and Parisian elegance.

Black and white sneaker with the word 'SLANG' on the top, set against a yellow background.

AWGE

“Culture, art & A$AP vision”

Founded by A$AP Rocky, AWGE is a creative collective at the intersection of fashion (American Sabotage, Obligatory Fashion), music (Opium, Awge) and art (AWGE DVD).

Partnering with AWGE would inject youth culture, bold visuals, and storytelling into Chanel Homme, perfectly aligned with the Fête de la Musique spirit.

Collaboration could include visuals for campaign films, styling for the runway, and exclusive music drops.

Images from the Chanel Summer Tour event, featuring views of the Eiffel Tower and crowds at an outdoor Parisian setting, a woman in fashionable clothing near signs with Chanel branding, and an elegant indoor restaurant with a view of the Eiffel Tower at night.
Diagram divided into four sections labeled Strengths, Weaknesses, Opportunities, and Threats, each listing related points. The sections are separated by a vertical and horizontal row of pearls.
Graphic titled "Commitment Curve" featuring Chanel branding, a collection of buttons with Chanel logos, a pearl necklace with Chanel logos, and an elegant illustrated woman in a black top and long white skirt accessorized with jewelry, a handbag, and a hat. The graphic explains Chanel's campaign involving livestream shopping, social media sharing, and teaser ads.

Core Messages

Text-based image with a statement about Chanel Homme as more than menswear, emphasizing rhythm, restraint, and reinvention rooted in Coco Chanel's legacy, encouraging men to step forward with sound and silence.
Chanel logo with mission and values text, featuring a white traffic cone with the Chanel logo at the center. The mission on the left highlights introducing CHANEL Homme to celebrate masculinity blending softness, confidence, and creativity. The values on the right emphasize liberation, artistic duality, elegance, and emotional honesty. Decorative white flowers frame the mission and values.
Schedule grid for content planning with days of the week as columns and times as rows, featuring tasks like fashion fitting, editorial layout, trailer, music poster, and video clips. It also displays a Chanel logo intertwined with the words 'Content Planning' at the top.

Content

Black and white close-up of a woman with braided hair, wearing layered necklaces, with the text 'CHANEL HOMME' overlayed. Next to the image is a list describing a minimalistic, cinematic video concept involving Chanel branding, with instructions for visual and audio elements.
Black and white advertisement for Chanel Homme featuring a male model with layered pearl necklaces, looking down, on a smartphone screen displaying the logo, with a sidebar of text describing a fashion photoshoot.
Instagram feed graphic with five white flowers at the top. Text describing a model with a front-facing, calm gaze, open collar, adorned with Chanel jewelry. Black and white portrait of a person on a smartphone screen on the right.
Black and white Instagram profile picture of a woman with braided hair, wearing a striped shirt and a chunky chain necklace with a padlock pendant. Next to the photo, there are six white flower icons and text that reads: "INSTAGRAM FEED" and "Rocky in profile, looking down, subtle lighting casting a soft shadow." Below that, there is a quote: 'A New Chapter. Or should we say Album?'
A black-and-white fashion photoshoot with a woman wearing jewelry, a chart with a screenplay or description for a fashion video, a smartphone displaying the Chanel Homes app, and a necklace made from a miniature vinyl record resembling a Chanel perfume bottle.
Black and white screenshots of a fashion-conscious young woman modeling jewelry on a smartphone, three fabric swatches with different textures and materials, and a variety of pearl embellishments. A chart below details a paid digital ad campaign strategy including channel type, strategic activation, campaign tactic, and key performance indicators.
A collection of fashion and media items, including pearl necklaces, white flower embellishments, a black Chanel logo, a vinyl record, a cassette tape, a DVD labeled 'AWG', and a smartphone showing a black-and-white photo of a man wearing jewelry.
A person holding a Vogue magazine with a black and white cover featuring jewelry and a model's face. The screen shows a webpage with a fashion advertisement and an analytics table with marketing data for Chanel Homme.
Chanel homepage featuring a black-and-white photo of a styled person wearing multiple pearl necklaces, with navigation links for fashion and jewelry categories above.