Chanel: a style that does not go out of fashion

The history of the world-renowned Chanel fashion house began from a small salon of hats. More precisely, from the rather complicated relationships of the daring and very talented Gabrielle Chanel and Ethan Balsan. In his country house, the whole Parisian elite gathered together. So, Coco began to showcase her talent to the fashion designer by making hats for noble ladies by order.

Chanel opened her first salon of hats in a home where a clothing store has already been, so she was allowed to create only hats. And after three years she had a real sportswear store. Her models were simple and elegant, unlike the lush and luxurious ones that her contemporaries wore. Chanel emphasised this: clothes should be first of all comfortable.

During the First World War, Coco Chanel opened another store opposite the Ritz Hotel in Paris, where she began selling flannel jackets, linen trousers, shirts, long sweatshirts and skirts. During the financial crisis, the most inexpensive materials of jersey type have become a real salvation for both fashion designers and their clients.

By 1915, the Chanel name was known in all corners of France. It was synonymous with simplicity and practicality. Most of the models she created based on men’s clothing. This was a breakthrough.

In 1921 the world saw the legendary perfume Chanel No. 5, the same year the designer introduced her first collection of jewellery, which consisted of a pair of pearl earrings – black and white. The following year, cardigans became known to the whole world, and in 1926 – the tiny black dress, which is still considered a must-have wardrobe of every woman

In 1932, Coco Chanel presented a collection of diamond jewellery, and since 1939 the fashion house focused exclusively on jewellery and perfumes.

15 years later, the Chanel name has become one of the most famous in the world of fashion. None of the Parisian fashion houses could compete with Chanel. But in the late 1930s, difficult times came, and when World War II began in 1939, Coco Chanel left fashion.

She returned to Paris only in the ’50s, when the world ruled Dior with his feminine style. But Coco was able to accept the challenge and received an Oscar award for her new collection. Until the death in 1971 the designer continued to work. And after her death, the leading power passed from one designer to another, while in 1983 the fashion house was not headed by Karl Lagerfeld. With him, the new Chanel era began: he built a collection of modern, relevant trends, not forgetting the classic aesthetics of the brand. He succeeded in preserving Coco’s traditions and enriching them. The creative Haute Couture 1986 collection brought him the “Golden Thimble” award and reinstated the Chanel Empire throne.

From the light filling of Lagerfeld in 1987, the world saw a line of watches. And at the end of the nineties, a collection of Precision skin care products and a collection of sunglasses and optics in collaboration with Luxottica appeared.

In 2002, the world saw another legendary fragrance – Chance, and in 2003 the brand presented the youth perfume Coco Mademoiselle and the line of youth clothing B-C Wear. In the wake of popularity, Chanel opens boutiques all around the world.

In February 2019, Karl Lagerfeld was gone, but the name of the new head of the fashion empire is already known – Virginie Viard, the right hand of the designer. The time will show the future of the fashion house, but we have no doubt that the products of Chanel will be as stylish as 100 years ago. After all, as the great Coco Chanel said: “Style is before all. Fashion fades, only style remains the same”.