How the Chanel brand turned the fashion world upside down
Chanel is a fashion house that many fans associate with elegance and sophistication. This is thanks to its founder, Coco Chanel. She was not only able to turn a dream into reality but also into a profitable business.
History of the brand
Coco, originally Gabrielle, was born in 1883. Her mother died when she was 12. Her father then sent the children to an orphanage in a convent. It was there that Coco learned to sew. This useful skill enabled her to get a job as a seamstress, and to earn more money, the 18-year-old girl performed in a cabaret. Here, she acquired the nickname Coco, which she would use for the rest of her life.
In 1909, Chanel attracted the attention of a wealthy aristocrat, who sponsored her move to Paris. She lived in his apartment, which served as a meeting place for the capital’s elite. Then, Coco had the idea of offering her hats to wealthy visitors.
Chanel’s models were radically different from the fashionable styles of the time. She created elegant hats without wide brims and decorated them with feathers. Gabrielle’s products interested Arthur Capel. He saw the potential not only in them but also in Coco herself. The young people became lovers and business partners. In 1910, Arthur bought a space for Chanel to work in and later helped open two boutiques. The shops were in two resorts where the French elite liked to relax.
Formation of a unique style
Chanel’s products were different from what was available on the market at the time, but Coco was able to sense the mood of society. At the beginning of the 20th century, women were gaining the right to vote and entering the world of production. Their integration into different spheres was reflected in the style of their clothes. Chic outfits gave way to practical ones.
The Chanel brand offered loose-fitting clothes that did not restrict movement. Models were devoid of bright embellishments but still looked elegant. This approach proved successful, and in 1915, all fashionistas of France knew about the brand.
A few years later, inspired by Coco, the products that are still fashionable began to appear:
– knitted sweaters for women;
– loose jersey trousers;
– striped prints;
– pleated skirts;
– headscarves;
– shoes in a combination of two colours.
– costume jewellery.
In addition to clothes and jewellery, Chanel also offered perfumes. In 1921, the company launched its famous perfume, Chanel No. 5. It is still one of the most popular fragrances in the world. Its uniqueness lies in its composition. At the time, perfumes were made from a single essence, but Coco Chanel wanted her perfume to be a complex composition of extracts. As a result, Chanel No. 5 contains 80 ingredients.
