Factory that makes $10,000 handbags: PR breakdown of Chanel communication misstep

Early on the morning of April 2, WWD, a major fashion media outlet, published a video on Instagram titled “Inside the Factory That Makes $10,000 Chanel Handbags.” Filmed following an interview with Bruno Pavlovsky, president of fashion at Chanel, the video was intended to present a behind-the-scenes look at the creation of the Classic 11.12 Handbag in an obviously complimentary light. Its price has nearly doubled over the past six years and has now crossed the psychological threshold of €10,000–costing €10,300 in France and $10,800 in the U.S.

But instead of the expected heart-eyes emojis within an hour of posting the comments section was filled with dozens of remarks questioning the unjustified cost and exposing the “true face” of luxury.

I saved the video almost immediately—right from the first second, it was clear this was a major misstep by the team. However, the video itself only amplified the impact of the headline.

What was in the controversial video? How could it have passed PR oversight before publication? How did the reaction of the parties involved in creating and posting it deepen the communication problem, and what could be a better solution?

In addition, I read the article itself, researched earlier interviews with Mr. Pavlovsky, and will add a few details to complete the picture.

Finally, there is a path—which I'll share in the article—to overcome Chanel prolonged crisis in quality perception, a crisis that actually began long before this publication and only culminated with this incident. Chanel won't like it, though (hint: it doesn't involve price policy).

CONTENTS

Chronology.
1.1. Video context.
PR Breakdown.
3.1. The Video: Intention, reasons for ambiguous perception, and audience reaction. Is what’s shown in the video really that bad?
3.2. The Background: How the video received approval from the Chanel communications department.
3.3. The Reaction of the Implicated Parties: Mistakes and better solutions. How Chanel might find a way out of its prolonged crisis in quality perception.
3.4. The Interview: Additional missteps in communicating the brand in the WWD article.

CHRONOLOGY

The article, titled“Inside the Factory That Makes $10,000 Chanel Handbags”, was posted around 6:00 a.m. GMT (London time) on the official WWD website and was supported by mentions on major media social media accounts. A video of the facility was shared on Instagram and Facebook.

These updates were quickly indexed by Google—it is usually a rapid, automatic process for regularly updated, high-traffic websites.

Video context and footage summary

The 1-minute and 52-second video features the production process of Chanel’s staple bag, the Classic 11.12 Handbag, at Les Ateliers de Verneuil-en-Halatte (AVH*).

*AVH is a key Chanel production site, located about an hour and a half from central Paris, specializing in the crafting of the brand’s signature handbags and other leather goods. Established in the Oise department in 1990, the factory moved to its current premises in 2021.

The video, shared by WWD, contained footage of various steps in the manufacturing process, involving both people and machines, and was supported by the following text: "Chanel is lifting the lid on the making of its $10,000 classic flap handbag".

It opened with an image: multiple bags hanging from a machine—immediately suggesting a scaled and industrialized process. The factory itself is spacious, bright, and predominantly white, filled with advanced, large-format machinery arranged across an open layout.

The production process shown heavily relies on automation. We see laser-guided leather cutters, mechanical embossing, precision stitching machines, and computerized measurement tools. These are not traditional sewing stations but sophisticated, high-tech equipment. While a few scenes briefly feature artisans hand-finishing bags or assembling details like chain straps, the human touch is visually overshadowed by the presence of technology.

In several shots, the volume of components visible—numerous chain handles laid out in bulk, multiple unfinished handbags turned inside out—visually reinforces the idea of scaled production. The imagery suggests a well-oiled system built for consistency and output, rather than bespoke, one-by-one craftsmanship.

screenshots from WWD video

The full video at this link. It is exclusively available to 6- and 12-month subscribers so that professionals can gain a comprehensive picture (or you may search on TikTok, khm).

The timeline of events then took an interesting turn.

The perception was mainly negative. Users questioned the process, finding that the final price of the bag far exceeds what it really costs.

A few hours later, the video was deleted. In its place, images from the same report—I'd say essentially brand-friendly marketing photos—were uploaded under the same title, showcasing the savoir-faire. This time, commenters ironically pointed out that they had already seen the video and that Chanel’s production resembled a typical Chinese sweatshop factory.