In 1883, a second girl child was born to Eugénie ‘Jeanne’ Devolle Chanel and Albert Chanel in a charity hospital in Saumur, France. Nobody knew that in the coming years, even today, her name would shine brightly as one of the most exquisite luxury houses with products catering for people from around the world.  This is the story of Gabrielle Bonheur ‘Coco’ Chanel and her brand Chanel.

Coco Chanel was not at all born into a life of luxury or riches; rather, she and her siblings grew up in multiple one-room crowded lodgings in France. After her mother passed away in her early teenage years, she was sent to an orphanage with her siblings for over six years, which taught her skills like sewing, which she never knew was going to define her career later in life. 

After leaving the orphanage, Chanel worked as a seamstress in a small shop. Through this, she gained practical fashion experience. It was in 1910, however, that her actual solo career in fashion began. That was the year she opened her first boutique at 21 Rue Cambon in Paris as a milliner (a person who designs, makes, trims, or sells women’s hats). Noted for their simplicity, her designs quickly garnered interest, which allowed her to expand her business to include clothing in 1913, where she challenged the rigid fashion norms of that era. 

Changing times

In 1914, when World War I broke out, societal norms were changing. Patriarchy took a turn as the men were out fighting, while women became the breadwinners of their families. Suddenly, practicality became more important than elegance and fashion trends. Comfortable style was seen as the ultimate need of the hour in the clothing industry. 

Chanel gave solutions to this very need through their iconic designs, which used materials like jersey and tricot, which challenged the traditional fashion which was currently in trend. The right corsets and harsh materials were slowly vanishing from society, and Coco Chanel decided to opt for comfortable fabrics with relaxed silhouettes for women.

Revolutionary fashion

It was in 1918 that Chanel moved into a larger premise at 31 Rue Cambon, where she continued to revolutionise fashion. Her most famous innovations include casual suits, little black dresses, collarless jackets, slim skirts, and quilted purses. One of the most iconic trends Chanel brought in was the sporty, casual chic look for women, which was considered quite unconventional at the time.

In 1921, Chanel launched Chanel No. 5 perfume, the first fragrance created by a fashion designer, which became one of the world’s most famous perfumes. Funnily enough, the perfume’s name came from the fact that it was the fifth sample presented to her by chemist Ernest Beaux. This marked her expansion beyond clothing into fragrances and accessories, establishing Chanel as a complete luxury brand. 

In the late 1930s, when World War II was brewing, Chanel closed her shops, and after much politics in her personal life, it was reopened only in 1953. While her initial stint was much more popular than the second one, Chanel still had a strong hold over the fashion industry for over six decades. Beyond everything, Chanel managed to give employment opportunities to thousands of women even in its initial years of setting up. Empowerment of women was more than fashion under Chanel; it focused on livelihood itself in times of need.

Amidst much controversy, the main reason Chanel has grown to what it is today through the years is that a young woman with a dream stood strong behind her revolutionary ideas to empower women in times of need. Coco’s Chanel transcends fashion, as she created clothing that shifted the idea of fashion itself. She transformed fashion from restrictive ornamentation into practical elegance, giving women the freedom to move, work, and live comfortably while maintaining style. 

Coco Chanel continued working until her death on January 10, 1971, in Paris, France, at age 88. Not only did she leave behind a legacy luxury house, but she also empowered women to choose comfort over societal norms, both in fashion and in life.