Ever since Chanel launched the “Première” model in 1987, watches have been a natural part of the expertise of the noble Parisian fashion house. The adoption of the codes that were close to Gabrielle “Coco” Chanel’s heart into the design language of timepieces has been extremely successful to date. At the time, the “Première” had adopted the octagonal shape of the bottle cap of perfume N°5 from 1921. Its origins, in turn, lay in the floor plan of Place Vendôme, where Coco Chanel stayed in a hotel suite for most of her life.
The Chanel women of the “Code Coco” campaign
At the beginning of the last century, she freed herself and an entire generation from the external constraints of the corset and restrictive over-decoration, which did not remain without consequences for women’s self-image. Women were no longer objects of decoration and proof of prosperity for their husbands, but in the literal sense of the word idiosyncratic. Choose, desire, be. These verbs characterize the woman who took her destiny into her own hands. Her courage, her desire for freedom, her impertinence served as a motor and inspiration for Gabrielle Chanel, avant-garde to the last corner of her lonely soul, she invented a completely new look and also broke with the conventions of the jewelry and perfume industry. And she exemplified that a woman can be independent in every respect – if she is willing to pay the price for it.
“I decided to be who I wanted to be. And that’s me,” says COCO CHANEL.
Looking back on that time, a sentence that sounds more relevant than ever.
So it is only logical that Chanel remembers Gabrielle, whose style is exemplary to this day. The focus is on the woman she was before she became “Coco”. This is interesting because this nickname actually comes from a rather silly song that Gabrielle and her sister sang to the amusement of the patrons in a country restaurant. “Ko ko ko ri ko ko.” But as Coco, of all things, she became the admired Grande Mademoiselle, as Gabrielle still dominated her hitherto lived seriousness.
Today’s young women, changing consumer habits and volatility of these courted customers are not a concern for Chanel. “The new generation is playing with luxury. At the same time, they want a closer relationship with a brand. They want information and things that make sense and sensuality. We are in a good position at Chanel in this regard,” says Bruno Pavlovsky. He is one of the three presidents of the company and responsible for fashion and accessories.
The name Coco Chanel is therefore associated with an invitation, if not an invitation to women to follow their inner voice. You don’t need an expensive handbag for this. But to afford them when the voice whispers it is a free choice.
Although Coco Chanel was not a native Parisian, she has shaped the look of the city and its inhabitants like few others. If you’re in Paris for a weekend, you can easily follow in the footsteps of the world’s most famous fashion designer. Because she has only stayed in the most exclusive places in Paris. And most of them still look the same as they did in the golden days of the French capital.
Editor’s Pick:
Suite Coco Chanel. Madame Chanel lived at the Hotel Ritz on the magnificent Place Vendôme for 34 years, most of her life. Just across the street, on Rue de Cabon, she had her own apartment, where she worked and lived. But she always went to the Ritz to sleep. The suite, which is now named after her, was furnished by the fashion designer herself. Most of their original furniture is still preserved. The suite is most popular during Paris Fashion Week. Every self-respecting designer wants to sleep in Coco Chanel’s bed during the world’s most important fashion event.
https://www.ritzparis.com/en-GB/rooms-and-suites/prestige-suites/suite-coco-chanel
