The world of fashion has been playing a massive game of musical chairs over the past 12 months. Creative directors have been shuffling between houses at a fast pace: Jonathan Anderson stepping into Dior, Demna taking the reins at Gucci, and Pierpaolo Piccioli moving to Balenciaga from Valentino. But beyond all these executive resets, another wave of change has also been underway: who luxury brands choose to align themselves with.
Following the recent wave of high-profile appointments—Yasmina El Abd for Dior, Bella Hadid as Prada’s first-ever global beauty ambassador, and Salma Abu Deif fronting Loewe—it’s now Pedro Pascal’s turn. The actor joins Chanel as the house continues to sharpen its footing at the intersection of fashion, culture, and entertainment.
Known for his on-screen range and off-screen relatability, the multi-award winning actor brings with him a kind of cross-generational appeal that feels increasingly central to how legacy brands position themselves today. Now linked with one of the world’s most recognizable luxury houses, the American-Chilean actor pushes his footprint past cinema screens, expanding into a realm only a few before him have successfully crossed into.
“I love Matthieu’s vision, which I find powerful, elegant, and incredibly warm: it shows me how we could exist together, there’s something for everyone in his universe,“ Pascal said about his appointment in a recently-shared press release. “I am happy and honored to join it and I am eager to see what Matthieu has planned for the future of CHANEL. The House has a remarkable ability to honour its heritage while remaining modern and relevant, and I am excited to be part of that evolving story,” he added.
As one of the silver screen’s more outspoken figures—having repeatedly spoken out on Gaza, including co-signing Kaouther Ben Hania’s The Story of Hind Rajab—there’s hope that this amplified spotlight will also extend to the causes he continues to stand behind.