COCO CHANEL

COCO CHANEL

(b. Aug. 19, 1883, Saumur, France—d. Jan. 10, 1971, Paris)

The French fashion designer Coco Chanel ruled over Parisian haute couture for almost six decades. Her elegantly casual designs inspired women of fashion to abandon the complicated, uncomfortable clothes—such as petticoats and corsets—that were prevalent in 19th-century dress. Among her now-classic innovations were the Chanel suit, costume jewelry, and the “little black dress.”

Gabrielle Bonheur 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 and a failed attempt to become a café singer, Chanel engaged in liaisons with a series of wealthy men.

In 1913, with financial assistance from one of these men, she opened a tiny millinery shop in Deauville, 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 sim-plicity and comfort and revolutionized the fashion industry. By the late 1920s the Chanel industries employed 3,500 people and included a couture house, a textile business, perfume laboratories, and a workshop for costume jewelry.

The financial basis of this empire was Chanel No. 5, the phenomenally successful perfume she introduced in 1922 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.

Unfortunately, her partner-ships with businessmen Théophile Bader and Pierre Wertheimer, who promised to help her market her fragrance in exchange for a share of the profits, meant that she received only 10 percent of its royalties before World War II and only 2 percent afterward. Despite enacting a series of lawsuits, Chanel failed to regain control of her signature fragrance.

Chanel closed her couture house in 1939 with the out-break of World War II but returned in 1954 to introduce her highly copied suit design: a collarless, braid-trimmed cardigan jacket with a graceful skirt.

She also introduced bell-bottomed pants and other innovations, while always retaining a clean, classic look.After her death in 1971, Chanel’s couture house was led by a series of different designers. This situation stabilized in 1983, when Karl Lagerfeld became chief designer.