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Chanel |
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The known fashion house Chanel
was founded by Coco Chanel, pseudonym of Gabrielle Bonheur Chanel, French
fashion designer, able with her work to revolutionize the concept of femininity
and establish herself as a fundamental figure of fashion design and popular
culture of the twentieth century.Gabrielle opens her first shop in
Deauville in 1913, and a fashion salon in
Biarritz in 1915, even starting some
collaborations with the most established tailors in Paris in those years. Gabrielle's fame is growing rapidly,
thanks to her style that enhances a dynamic and without labels woman, and
culminates with the opening of a shop at 31 Rue Cambon in .
In 1921 she launches herself in the
market of perfumery. Being convinced that traditional perfumes with flowers and
moss had no future, she commissions to the chemist Ernest Beaux a synthetic
fragrance (aldehydes, fermented sugars). The chemist prepares a whole series and
submittes it to the exame of the designer. The bottles were numbered from 1 to 5
and 20 to 24. Coco
chooses two but at the end only the number 5 remains. She does not even change
the name: a shock at a time when fragrances had very imaginative and fanciful
names. And the packaging is an even greater shock: a rectangular parallelepiped
crystal clear. "Chanel No. 5" becomes the best-selling perfume in the world.
Coco
creates other fragrances as Cuir de Russie, Gardenia and No. 22.
Her studio in the Rue de Cambon 31 had become a must for all ladies of great
fashion.
The style of Gabrielle Chanel is revolutionary for twenty years:
in fact, she creates not only new clothes and new brands, but a whole new
lifestyle. First she draws hat very showy, and only after many years she creates
some clothes. Later she also works with giant bags, perfumes (as the historian
Chanel No. 5), two-tone shoes on slender legs, unisex watches and jewelry.
Interpreting in practice the spirit of modernist era, Gabrielle seeks a new
image of woman, liberated and independent from men: a free and revolutionary
woman, modern and avant-garde.
Coco Chanel was able to give voice to the need for effective
reform of the social role and lifestyle of women of her time. Women that, while
their husbands and fathers were at the front, had had to work, and had enjoyed
independence previously unknown. Women who had also begun to practice sports,
and demanded convenience and functionality in clothing without sacrificing
quality, however sought by a seductive female toilets.
Gabrielle dies at the age of
87 in January 10, 1971 in her suite at the Hôtel Ritz in
Paris. Since then, the Maison has been guided,
in his capacity as artistic director, by Karl Lagerfeld |
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Alla Violetta Boutique di
Lydia Attianese
Via G. Lorenzo Bernini, 27 - 80127
Napoli - Italy
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partita iva: 00359210630 |
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