From her first millinery shop, opened in 1912, to the 1920s, Gabrielle 'Coco' Chanel rose to become one of the premier fashion designers in Paris, France. Replacing the corset with comfort and casual elegance, her fashion themes included simple suits and dresses, women's trousers, costume jewelry, perfume and textiles.
During the 1920s Coco Chanel became the first designer to create loose women’s clothing use jersey, traditionally used for men’s underwear, creating a relaxed style for women ignoring the stiff corseted look of the time. They soon became very popular with clients, a post-war generation of women for whom the corseted restricted clothing seemed old-fashioned and impractcal.
By the 1920s Maison Chanel was established at 31, rue Cambon in Paris (which remains its headquarters to this day) and become a fashion force to be reckoned with. Chanel became a style icon herself with her striking bob haircut and tan placing her at the cutting edge of modern style.
In 1922, she launched the fragrance Chanel No. 5, which remains popular to this day. Two years later Pierre Wertheiner became her business partner (taking on 70% of the fragrance business), and reputedly her lover. The Wertheimers continue to control the perfume company today.
In 1925 Chanel launched her signature cardigan jacket, and the following year matched its success with her little black dress. Both items continue to be a staple part of every Chanel collection.During World War II, Chanel was a nurse, although her post-war popularity was greatly diminished by her affair with a Nazi officer during the conflict and she moved to Switzerland to escape the controversy.
During World War II, Chanel was a nurse, although her post-war popularity was greatly diminished by her affair with a Nazi officer during the conflict and she moved to Switzerland to escape the controversy.
However, she ended this self-imposed exile in 1954, returning to Paris when she took on Christian Dior’s overtly feminine New Look. She expanded the signature style with from the introduction of pea jackets and bell-bottoms for women. Her new collection, panned by the press in Europe, was a hit in the United States. Hollywood stars including Audrey Hepburn and Grace Kelly fell in love with her effortlessly stylish boxy cardigan suits.
