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The Bhavitha Mandava strategy: an analysis of Chanel's stroke of genius

In the summer of 2024, while completing her master's degree at New York University (NYU), Bhavitha Mandava was waiting for the subway on a platform in Brooklyn with no ambition of a modelling career. It was there that a scout noticed her. Just two weeks later, Matthieu Blazy – then at Bottega Veneta – had her walking in his show. 18 months...

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