How Coco Chanel Changed The Course Of Women’s Fashion

In 1923, to explain the success of her clothes, Coco Chanel told Harper’s Bazaar magazine that design “simplicity is the keynote of all true elegance.”

Chanel

In that time, Olympic Airways was a luxury airline, owned by the transport magnate Aristotle Onassis. After her death, the leadership of the company was handed down to Yvonne Dudel, Jean Cazaubon and Philippe Guibourgé. So far, the bags designed by are still very popular in the vintage market.

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Chanel No. 5, the phenomenally successful perfume she introduced in 1921 with the help of Ernst Beaux, one of the most-talented perfume creators in France. It has been said that the perfume got its name from the series of scents that Beaux created for Chanel to sample—she chose the fifth, a combination of jasmine and several other floral scents that was more complex and mysterious than the single-scented perfumes then on the market. That Chanel was the first major fashion designer to introduce a perfume and that she replaced the typical perfume packaging with a simple and sleek bottle also added to the scent’s success.

The House of CHANEL, an international company dedicated to luxury, fashion, style and image, was founded in France by Gabrielle Chanel at the beginning of the last century. Mademoiselle’s audacious vision and daring spirit reinvented the world of fashion, beauty and style. To regain the business primacy of the House of Chanel, in the fashion fields of haute couture, prêt-à-porter, costume jewelry, and parfumerie, would be expensive; so Chanel approached Pierre Wertheimer for business advice and capital. Having decided to do business with Coco Chanel, Wertheimer’s negotiations to fund the resurgence of the House of Chanel, granted him commercial rights to all Chanel-brand products.

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Chanel was born into poverty in the French countryside; her mother died, and her father abandoned her to an orphanage. After a brief stint as a shopgirl, Chanel worked for a few years as a café singer. She later became associated with a few wealthy men and in 1913, with financial assistance from one of them, Arthur (“Boy”) Capel, opened a tiny millinery shop in Deauville, France, where she also sold simple sportswear, such as jersey sweaters. Within five years her original use of jersey fabric to create a “poor girl” look had attracted the attention of influential wealthy women seeking relief from the prevalent corseted styles. Faithful to her maxim that “luxury must be comfortable, otherwise it is not luxury,” Chanel’s designs stressed simplicity and comfort and revolutionized the fashion industry. By the late 1920s the Chanel industries were reportedly worth millions and employed more than 2,000 people, not only in her couture house but also in a perfume laboratory, a textile mill, and a jewelry workshop.