Chanel overtakes Louis Vuitton: the new queen of French luxury in 2025
Chanel becomes the most valuable French brand in Europe in 2025, according to Brand Finance, dethroning Louis Vuitton and consolidating the hegemony of French luxury on the world stage.
The latest Brand Finance Europe 500 report has shaken up the luxury hierarchy. Chanel, with a valuation up +40% to 34 billion euros, is the leading French brand in the ranking, just ahead of Louis Vuitton (29.5 billion euros), whose value fell by -2%. This puts Chanel in 7th place in Europe, compared with 8th for the LVMH flagship.
While German dominance remains strong, with Deutsche Telekom, Mercedes-Benz and Allianz on the podium, the rise of French brands is remarkable. According to Bertrand Chovet, Managing Director of Brand Finance France, this illustrates “the adaptability and resilience of French brands in a complex economic context“.
Hermès and Dior confirm
Another emblematic player, Hermès, reached 17th place, buoyed by a +15% increase in sales in 2024. This dynamism has enabled the Hermès family to become France’s leading fortune in 2025, surpassing that of Bernard Arnault, impacted by the slowdown at LVMH.
Dior, for its part, climbs to 26th position, with a valuation of 15.5 billion euros (+13%). The house of the LVMH group also enters the top 3 strongest brands in the ranking with a BSI score of 93.5/100, buoyed by a perfect reputation in the United States. It surpasses such giants as Cartier (33rd), Guerlain (83rd) and Lancôme (103rd).
French luxury: a structuring force
French brands continue to make their mark on the European economy. Collectively, they represent a cumulative value of 488 billion euros in this ranking. In addition to fashion and beauty, automotive and watchmaking (with Rolex, Porsche, Ferrari and Audi) also illustrate a high level of competitiveness in the high-end segment.
Also read: Hermès strengthens its presence in watchmaking: a Swiss gamble, a Parisian challenge
