Brand History
“The most courageous act is still to think for yourself. Aloud.”
Coco Chanel revolutionized women’s fashion. In the 1920s, at a time when the look was stiff and corseted, she working with looser fabrics such as jersey to create more liberal and practical clothing. By then Maison Chanel had been established in Paris at 31, rue Cambon and had become a serious player in the fashion market. Chanel herself, with her masculine suits, black clothing and stylish bob was also at the cutting edge of contemporary style.
The brand has since gone from strength to strength, despite its intermission during WWII, and continues to be one of the most famous and desirable labels in the world. This is, in part, due to having one of the most iconic designers in the world, Karl Lagerfeld, at the helm of the company since 1982. Lagerfeld has managed to continue to bring the brand up-to-date whilst still designing with Coco as his ultimate inspiration.
Iconic Items
“Fashion fades, only style remains the same.”
There are so many pieces in fashion history that make Chanel an iconic label.
In 1922, she launched the popular fragrance Chanel No. 5. Rumour has it that it was the fifth attempt at a Chanel perfume that was presented to her on the fifth day of the fifth month and as the number five was a favourite of Coco’s, the perfume so found its name. Marilyn Monroe was quoted as saying: “What do I wear in bed? Why, Chanel No.5, of course.” The scent is the best selling in the world and has never gone out of fashion.
Three years later Chanel launched her signature cardigan jacket, and in the following year (1926) she matched its success with her little black dress. Both items continue to be a staple part of every Chanel collection.
One of the hugely iconic items from the Chanel closet is the Chanel 2.55 handbag, named for the date it was launched in February 1955. With every generation of woman still hankering after it, the bag is a classic and a staple for any fashionista’s wardrobe today.
Impact
“I was the one who changed, it wasn’t fashion. I was the one who was in fashion.”
Coco Chanel broke the mould. With her modern hairstyle, outspoken personality and daring attitude, she revolutionized fashion. Her influence and inspiration is still felt today, from her use of monochrome to her oversized ‘costume’ pearls. The anticipation and success of the film Coco avant Chanel starring Audrey Tautou illustrates the impact that she still has on a contemporary generation. The very fact that a Chanel suit in its original design of 1923 or a quilted 2.55 handbag is still seen as a landmark purchase for women of today is a testament to her skill and indeed the impact that she had on the world of couture.
