The Coco Chanel Era
Gabrielle “Coco” Chanel heralded new designs and revolutionized the fashion industry by going “back to basics”, incorporating elegance, class, and originality. Under her tight reign from 1909–1971, Coco Chanel held the title as ‘Chief Designer’ until her death on January 10, 1971.
Chanel S.A., commonly known as “Chanel”, is a Parisian fashion house founded by the late couturier Gabrielle “Coco” Chanel, recognized as one of the most established in haute couture, specializing in luxury goods. According to Forbes, the privately held House of Chanel is jointly owned by Alain Wertheimer and Gerard Wertheimer who are the great-grandsons of the early (1924) Chanel partner Pierre Wertheimer.
The company has had many high-profile celebrities as spokes models, including Catherine Deneuve, 1970s Chanel No. 5 spokes model, Nicole Kidman, early 2000s Chanel No. 5 spokes model, Audrey Tautou, current Chanel No.5 spokes model, Keira Knightley, current spokes model for Coco Mademoiselle, and most famously, Marilyn Monroe, 1950s Chanel No. 5 spokes model pictured splashing herself with a compartment of Chanel No. 5. The image is certainly the most famous of all Chanel advertisements, and continues to be one of the most popular advertisement photos in the history of marketing, used in countless biographies, and still selling in large quantities as a poster and art piece using Marilyn Monroe as the model. Marilyn Monroe brought this perfume to fame.
In 1909, Gabrielle Chanel opened a shop on the ground floor of Balsan’s apartment in Paris - the beginnings of what would later become one of the greatest fashion empires in the world. The Balsan home was a meeting place of the hunting elite of France and the gentlemen brought their fashionable mistresses along, giving Coco the opportunity to sell the women decorated hats. During this time Coco Chanel struck up a relationship with Arthur ‘Boy’ Capel, a member of the Balsan men’s group.