Chanel Acquires France's Oldest Shirtmaker, Charvet

Chanel announced its acquisition of Charvet, France's oldest shirtmaker, on July 4, 2024, just days before its Haute Couture runway show scheduled for July 7 in Paris. This strategic purchase brings the historic atelier, founded in 1838, under the full ownership of the French luxury brand. The acquisition follows a recent collaboration between the two houses, where Charvet produced bespoke shirting for Matthieu Blazy's debut Spring/Summer 2026 collection for Chanel during Paris Fashion Week.

Charvet, which has operated as a custom shirtmaker for nearly two centuries, has historically catered to prominent figures including politicians, royalty, and business leaders. While primarily known for its menswear, the brand's shirts were also favored by Chanel's founder, Gabrielle Chanel. The acquisition signals a potential expansion for Chanel, as the company notes shifting consumer demographics for both brands. Chanel's president highlighted a steady growth in its male clientele, while Charvet is increasingly attracting female customers seeking tailored shirts.

This move coincides with Chanel's recent intensified focus on menswear marketing. The brand has been expanding its roster of male celebrity ambassadors, recently signing actors like Jacob Elordi and musicians A$AP Rocky and G-Dragon. The combination of this marketing push and the acquisition of a traditional menswear tailor has led to industry speculation that Chanel may be preparing to launch a dedicated menswear division.