CHANEL is perhaps the most famous and legendary fashion brand in the world. At any rate, the legend of the house, its founder Gabrielle 'Coco' Chanel and its current creative director Karl Lagerfeld, remain unchallenged.
Founded in 1914 in Neuilly-sur-Seine, France, the house CHANEL has repeatedly revolutionized the 100-year plus history of the fashion industry with designs, products, created classics, set standards and marked trends.
The history of the house began relatively simply. Gabrielle "Coco" Chanel opened her first store named "Chanel Modes" in 1910 at the age of 27 designing hats, that due to their elegance soon became the most favoured headgear of the fine ladies of Paris. In 1913 the second business of a sport collection was launched. Made from jersey fabric, with revolutionary cuts, it too enjoyed great popularity.
In 1921 Chanel presented her legendary fragrance "Chanel N ° 5". A groundbreaking fragrance for Chanel, the naming of which was an easy task. Ernest Beaux, former perfumer at the court of the Tsar, was entrusted with the creation of the fragrance for CHANEL. The choice fell on the fifth fragrance that Beaux presented. Just three years later the first make-up collection followed, consisting of lipsticks and face powder.
In the year 1926 the "little black dress" was created - a dress that made history. The simplicity of the model was new for that time making it an instant, timeless classic. American Vogue described it as: "The Chanel Ford - the frock that all the world will wear."
By 1935 Chanel employed 4,000 people and operated five exclusive stores in Paris. During the lean years of the war the demand for exclusive clothing dropped noticeably, and industry giant Chanel had to reduce its workforce. The haute couture line was suspended completely, and for the time being CHANEL sold only perfume and accessories.
In the 1950s, however, the fashion house was successful in making a brilliant comeback. CHANEL reached many milestones in the history of fashion with its 2.55 handbag and two-tone slingback pumps. In the 1960s the fascination for the brand continued to grow. Stars like Brigitte Bardot, Jacqueline Kennedy, Romy Schneider and Grace Kelly were wearing the latest models and thus were involved in the manifestation of the CHANEL legend.
With the death of Chanel in 1971 the brand fell into a deep sleep in the 70s. The first prêt-à-porter resuscitation in 1978 failed to win customers over. Only the enlistment of Karl Lagerfeld two years later, as the new creative director of the house steered CHANEL back on course to its former glory.
To this day, Karl Lagerfeld annually designs two haute couture and a total of four prêt-à-porter collections for Chanel. These are complemented by an extensive range of real and costume jewelry, bags, leather accessories, eyewear, cosmetics and fragrances.