In 1913, Coco opened a new boutique in Deauville and her line of jersey sportswear proved to be an instant hit. It changed the way that women felt about clothing and their lifestyles, too. She had led the revolution of dismissing the restrictive and tight corsets of the time in favor of comfort and casual elegance. This success led to the opening of the first Chanel Couture House in 1915, in Biarritz. Coco was now one of the most popular designers in Paris.
1921 saw the opening of another new office for the business, this time at 31 rue Cambon. It was here that Coco launched her now world-famous perfume, Number 5. This was followed, in 1924, by the founding of the 'Societe des Parfums Chanel' to produce, promote and sell the growing range of Chanel beauty products and perfumes. Coco was also commissioned to design the costumes for Jean Cocteau and Darius Milhaud's ballet, 'Le Train Bleu', that was performed by Diaghlev's Ballets Russes in the Theatre de Champs Elysees. At this time, her first costume jewelry range was also launched.
The first of Chanel's most famous pieces of clothing, the 'little black dress', was introduced in 1926. The fashion magazine, 'Vogue', announced it as the 'new uniform of the modern woman' and its equivalent still remains a mainstay of many women's collections today. After visiting Scotland, Coco began using tweed in 1928 and created her first tweed suits.
In 1955, Chanel introduced her first fragrance for men, Pour Homme. In the same year her quilted shoulder bag took on the design that is still in use today. Coco was awarded the Fashion Oscar in 1957 as the most influential designer of the 20th Century; a title she richly deserved. Not a bad achievement for a girl who had been born part of a family of six children to a poverty stricken French family.
Gabrielle Chanel died on 10th January, 1971. However, the House of Chanel continues to enjoy International success. This has been, most recently, under the control of Karl Lagerfeld, who was appointed 'Art Director' in 1983. From this point, Chanel would encompass a wide range of different styles and visions, but the classics of Coco still remain best sellers.
