Brand Introduction - CHANEL

CHANEL, a luxury fashion brand originating from Paris, France, is renowned for its haute couture, ready-to-wear, perfumes, and accessories. Founded by fashion designer Gabrielle Chanel in 1910, CHANEL initially produced fashion and fragrances, launching its first shoulder bag in 1929, laying the foundation for the iconic "2.55 handbag."


Brand History

Gabrielle Chanel (1883-1971) was born in Saumur, France. After her mother died and her father abandoned her, she was sent to an orphanage where she learned to sew. At 18, she left the orphanage, working as a seamstress by day and singing in cafés by night. Her nickname "Coco" reportedly came from two songs she sang: "Ko Ko Ri Ko" and "Qui qu'a vu Coco."


At 26, Coco met polo player Arthur "Boy" Capel, who became her lover and financial supporter. With his help, she established "CHANEL Modes" in 1910, opening a hat boutique, followed by a sportswear store and a fashion boutique. She revolutionized women's fashion by incorporating elements of men's clothing, quickly becoming a household name in France.


In 1918, CHANEL moved to 31 Rue Cambon, one of Paris's most prestigious areas, which expanded to become the brand's global headquarters by 1927. During this time, the success of "CHANEL No.5" perfume led Coco to establish Parfums CHANEL with French businessman Pierre Wertheimer.


In the 1920s, women had to carry their handbags by hand, which Coco found inconvenient. To address this, she introduced shoulder straps inspired by soldiers' bags in 1929, revolutionizing women's handbags. This first shoulder bag featured sturdy yet lightweight metal chains and a flap design to keep contents secure.


The Great Depression and World War II hit the fashion industry hard, and Coco closed her shops in 1939. After the war, disillusioned with the fashion trends of the time, she sought Pierre Wertheimer's support to reopen her business in 1954 at the age of 71.


Upon her return, Coco quickly revamped the shoulder bag, introducing the "2.55 handbag" in February 1955. Named for its launch date, the "2.55" reflected her childhood memories and equestrian interests: the double-chain shoulder strap was inspired by the belts worn by orphanage caretakers, the burgundy leather lining symbolized the orphanage uniforms, and the quilted exterior mimicked the jackets of jockeys.


The "2.55 handbag" featured a zipped compartment under the flap for storing love letters and a rectangular turn-lock known as the "Mademoiselle Lock," signifying Coco's unmarried status. A back pocket was added for loose change.


Coco Chanel passed away at the Ritz Hotel in Paris on January 10, 1971, at 87. Pierre Wertheimer's grandson, Alain Wertheimer, took control of the company, steering its expansion. In the 1970s, CHANEL launched its first ready-to-wear line and expanded its accessories line globally.


Karl Lagerfeld became CHANEL's Artistic Director in 1983. In the mid-1980s, he reinterpreted Coco's shoulder bag design, launching the "Classic Flap" series. This version featured a leather-woven chain and the iconic double C turn-lock. Today, these elements are emblematic of CHANEL.


In 2005, to celebrate the 50th anniversary of the "2.55 handbag," Lagerfeld introduced the Reissue 2.55 series, a faithful reproduction of the original. The new version retained the original boxy lock and metal chain but used calfskin instead of lambskin.


Other classic CHANEL bags include the Le Boy and Gabrielle series. The Le Boy, introduced in 2011, was inspired by Coco's cartridge bags used in hunting and named in honor of her lover Boy Capel. The Gabrielle, launched in 2017, was named after Coco herself, paying tribute to her early life.


Major Milestones

1883: Gabrielle Chanel is born in Saumur, France.

1910: Gabrielle Chanel opens a hat boutique in Paris, founding CHANEL Modes.

1913: Opens a sportswear store in Deauville, France.

1915: Opens her first fashion boutique in Biarritz, France.

1918: Establishes a boutique at 31 Rue Cambon, Paris, now CHANEL’s global headquarters.

1921: Launches "CHANEL No.5" perfume.

1924: Founds CHANEL Perfume Company.

1926: Introduces the little black dress.

1929: Launches the first women’s shoulder bag.

1939: Closes all boutiques due to World War II.

1954: Reopens her Paris boutique.

1955: Launches the "2.55 handbag."

1971: Gabrielle Chanel passes away.

1978: Introduces the first ready-to-wear collection.

1983: Karl Lagerfeld becomes Artistic Director.

1985: Launches the Classic Flap series.

2005: Launches the Reissue 2.55 series.

2011: Introduces the Le Boy series.

2017: Introduces the Gabrielle series.

2019: Karl Lagerfeld passes away, and Virginie Viard takes over as Artistic Director.