Lena, Chanel’s CEO since 2022, brings a fresh perspective from her diverse background, emphasizing the preservation of artisanal craftsmanship and human connection amid the rise of AI in luxury, while championing sustainability, women’s empowerment, and authentic leadership. She prioritizes quality, emotional value, and personal relationships over digitalization, aiming to maintain Chanel’s heritage and integrity in a rapidly changing world.
Lena, who became CEO of Chanel in 2022, shared her unconventional journey from engineering and a 30-year career at Unilever to leading the iconic luxury brand. She described her transition as a “quadruple jump,” moving from public to private sector, from a multinational to a French heritage company, from CHRO to CEO, and from mass marketing to luxury. Her outsider status brought curiosity and humility, allowing her to challenge norms and gain fresh perspectives on the brand. Lena emphasized how being underestimated fueled her determination to succeed and innovate within Chanel.
Upon joining Chanel, Lena was deeply impressed by the brand’s commitment to craftsmanship and the human touch behind every creation. She visited numerous factories and studios worldwide, witnessing firsthand the intricate, handmade processes involved in producing Chanel products, such as the 180 steps required to make a single bag. She highlighted the importance of preserving these artisanal skills in an era dominated by AI and digitization, underscoring the value of human creativity and craftsmanship as central to Chanel’s identity.
Lena discussed the role of AI in the luxury sector, acknowledging its growing presence but emphasizing that human experience and relationships remain paramount. She explained that Chanel prioritizes people, using AI primarily to enhance human skills and streamline operations without compromising the tactile, emotional connection clients have with the brand. The boutique experience, personal relationships with advisors, and the storytelling behind each product are core to Chanel’s approach, deliberately avoiding e-commerce to maintain this intimate connection.
Sustainability and social responsibility are key pillars of Lena’s vision for Chanel’s future. She advocates for consumers to “buy less but better,” focusing on quality, longevity, and the emotional value of cherished memories associated with Chanel products. Lena also stressed the brand’s commitment to supporting women, reflecting the legacy of founder Coco Chanel, who revolutionized fashion to empower women. This focus extends internally, with a majority of Chanel’s clients, employees, and leadership being women, and through philanthropic efforts supporting women and girls globally.
Finally, Lena shared insights on leadership and the evolving role of a CEO amid global challenges like geopolitical tensions and technological shifts. She prioritizes knowing her employees personally, believing that caring for people drives business success. Drawing from her experience as a trailblazer in various roles, Lena advocates for shared power and integrity, encouraging Chanel to be an “island of coherence” in a chaotic world. Her leadership philosophy centers on living values authentically to inspire others and create lasting positive impact.