Inside CHANEL - Timeline

1883

Birth of Gabrielle Chanel

Gabrielle Chanel is born in Saumur (France), on August 19th 1883, under the sign of Leo, to parents of a modest background.

Mademoiselle Chanel
© Liptnitzki / Roger-Viollet

1910

Chanel Modes

Gabrielle Chanel opens her first shop at 21 rue Cambon in Paris, creating hats under the name "CHANEL Modes." Favored by the most famous French actresses of the time, her designs help to establish her reputation. Gabrielle Chanel’s simple, elegant style of dress creates a sensation, and is soon imitated by all of Paris.

Portrait of Gabrielle Chanel with one of her own hats, published in the theater magazine
© Comœdia Illustré. 1910. Photo: Félix.
All rights reserved.

1912

Deauville

Gabrielle Chanel opens a new boutique in Deauville, France, and introduces a collection of sportswear. Her line of jersey garments proves revolutionary, changing women’s relationships with their bodies and their ways of life. It is an immediate success.

Gabrielle Chanel in front of her boutique in Deauville
© Collection Deauvilloise, Deauville (France).
All rights reserved.

1915

Biarritz

Her reputation now firmly established, Mademoiselle Chanel opens her first Couture House in Biarritz, France.

The first CHANEL Couture House in Biarritz, France.
© Frères Seeberger

1918

31 Rue Cambon

Gabrielle Chanel opens her Couture House at 31 rue Cambon in Paris.

The CHANEL Boutique at 31 rue Cambon
© CHANEL

1921

CHANEL N°5

Mademoiselle Chanel unveils her first fragrance, the iconic CHANEL N°5. Created by Ernest Beaux, former perfumer to the Czars, N°5 is so called because it was the fifth scent presented to Mademoiselle Chanel. A truly timeless classic, N°5 remains the ultimate symbol of femininity.

Tribute to the perfume CHANEL N°5 by the cartoonist Sem in 1921
©Lithographie Sem

1922

CHANEL N°22

CHANEL N°22 is launched. Named after the year of its creation, the floral fragrance is conceived in the same revolutionary spirit as CHANEL N°5, and distinguished by its unique blend of delicacy and audacity.

CHANEL N°22 Photo J. Giral
© CHANEL

Powder Chanel- Creation of the first makeup collection- 1924

1924

Creation of the First Line of MakeUp

CHANEL presents the first makeup collection, featuring lip colours and face powders. In the same year, the “Société des Parfums CHANEL” is founded and is dedicated to creating unique fragrances and beauty products.

First line of CHANEL Makeup
Photos: Didier Roy
© CHANEL

1924

Le Train Bleu

Gabrielle Chanel creates the costumes for the ballet "Le Train Bleu," performed at the Théâtre des Champs-Élysées in Paris by Serge Diaghilev’s Ballets Russes. The libretto is by Jean Cocteau, the score by Darius Milhaud, the sets by Henri Laurens, and the stage curtain by Pablo Picasso.

Jean Cocteau surrounded by the dancers of the ballet in 1924
© Getty

Gabrielle Chanel and the Duke of Westminster on his yacht - 1928

1924

Tweed

On her frequent trips to Scotland with the Duke of Westminster, Gabrielle Chanel discovers tweed, a traditionally masculine textile that inspires her iconic women’s suits.

Gabrielle Chanel and the Duke of Westminster on his yacht "The Flying Cloud" in 1928
© CHANEL - Collection Denise Tual

1925

Gardénia

A new scent is introduced with GARDÉNIA, an intense, voluptuous fragrance expressing a vision of absolute femininity. For this unique creation, perfumer Ernest Beaux designed an olfactive ode to the purity of the camellia, an unscented flower that was Mademoiselle Chanel's favorite.

GARDÉNIA
Photo J. Giral
© CHANEL

1926

Bois Des Iles

Gabrielle Chanel launches BOIS DES ILES. Inspired by a vision of exotic lands, with notes of ylang-ylang and sandalwood, this woody scent is one of the first oriental fragrances to be created for women.

BOIS DES ILES
Photo J. Giral
© CHANEL

1926

The Little Black Dress

Gabrielle Chanel creates the iconic “little black dress,” a style whose daring simplicity revolutionizes fashion. American Vogue hails the innovative design as an instant classic, writing, “the CHANEL ‘Ford’ dress, the frock that all the world will wear.”

Drawing of the "Ford" dress by CHANEL published in the U.S. Vogue of October 1926
© CHANEL / Courtesy VOGUE Paris

1927

Cuir De Russie

Gabrielle Chanel launches CUIR DE RUSSIE. Created by Ernest Beaux, who was born and trained in Russia, the new oriental fragrance draws its inspiration from Russian history, evoking equestrian culture with pronounced notes of tobacco and leather.

CUIR DE RUSSIE
Photo: J. Giral
© CHANEL

Tan oil for Summer-First line of CHANEL skincare products - 1927

1927

Creation of the First Line of Skincare

Based on the belief that luxury begins with perfect skin, CHANEL develops the first comprehensive line of fifteen groundbreaking skincare products, reflecting Mademoiselle’s visionary spirit.

The first line of CHANEL Skincare
Photos: Didier Roy
© CHANEL

1931

Hollywood

At the personal request of Samuel Goldwyn, Gabrielle Chanel goes to Hollywood to create outfits for the leading stars of the silver screen.

Ina Claire and Gabrielle Chanel during her stay in Hollywood in 1931
© Corbis

Bijoux de Diamants Exhibition by Chanel-1932

1932

Bijoux De Diamants

Gabrielle Chanel presents “Bijoux de Diamants,” a dazzling exhibition of Fine Jewelry staged in honor of the diamond in her private residence in Paris.

"Bijoux de Diamants," CHANEL, 1932
Photo: Robert Bresson
© CHANEL Fine Jewelry

1935

Coco Chanel at the Peak of Her Fame

Gabrielle Chanel is at the height of her fame. She employs 4,000 workers and owns five boutiques on rue Cambon in Paris.

CHANEL workshops in the '30s
All rights reserved

1945

G.I.'s Love Chanel

World War II breaks out, compelling closures at the House of CHANEL. Among the five boutiques on rue Cambon, only one remains open: the store at number 31, where perfumes and accessories continue to be in high demand among Parisians and American soldiers alike.

American soldiers in front of 31 rue Cambon to buy the perfume CHANEL N°5 in 1945
© Serge LIDO

1954

Welcome Back

At the age of 71, Gabrielle Chanel stages the grand re-opening of her Couture House. Tired of the fashions of the time, she inspires a second fashion revolution with her original creations.

Mademoiselle Chanel in 1954
© R. Doisneau / Rapho

1955

The 2.55 Bag

In February of 1955, Gabrielle Chanel launches the iconic 2.55 quilted handbag, naming the style after the date of its creation. Combining leather and gold chain, she invents a supple new style of shoulder strap that is uniquely strong and light, and that allows a woman’s hands to remain free.

The 2.55 bag
© CHANEL

1955

Pour Monsieur

CHANEL releases POUR MONSIEUR, the only men’s fragrance to be produced in Mademoiselle’s lifetime. Created by Henri Robert for CHANEL, this woody, citrus-infused scent symbolizes elegance, spirit, refinement and discretion.

POUR MONSIEUR
© CHANEL 1994

Gina Lollobrigida surrounded by CHANEL House models

1957

Two-Tone Shoes

Gabrielle Chanel creates the legendary two-tone slingback shoe. Conceived in beige with a contrasting black toe cap, the novel style creates a uniquely flattering effect, at once shortening the foot and lengthening the leg.

The Italian actress Gina Lollobrigida surrounded by CHANEL House models wearing suits and two-tone shoes (1964 Fall/Winter Haute Couture collection)
© Photo Philippe Garnier / Elle-Scoop

1960

The 1960’s - Celebrities in CHANEL

The fascination with CHANEL grows, as the most celebrated stars of the time—Elizabeth Taylor, Jane Fonda, Jackie Kennedy, Grace Kelly and Jeanne Moreau—wear the latest fashions from CHANEL.

Romy Schneider wearing a tweed suit, two-tone shoes and the 2.55 bag in Paris in 1962.
© Dalmas/SIPA

1970

Chanel N°19

Gabrielle Chanel introduces N°19, naming the new fragrance after her date of birth, August 19. Conceived by Master Perfumer Henri Robert, the assertive floral scent is infused with iris and inflected with a rich blend of green and wood notes.

CHANEL N°19
© CHANEL

1971

"May my legend prosper and thrive, I wish it a long and happy life!"

– Mademoiselle Chanel

1974

Cristalle

CHANEL launches CRISTALLE, a fresh and invigorating fragrance inspired by Mademoiselle Chanel’s love of crystal, which she often used in her costume jewelry creations and designs for interior decor.

CRISTALLE advertising campaign from 1995 by Patrick Demarchelier
Photo: Patrick Demarchelier
© CHANEL

1978

Creation of Ready-to-Wear

The House of CHANEL expands with the introduction of its first Ready-to-Wear collection and the worldwide distribution of its line of iconic accessories.

The little black dress
© Jean Pierre Ledos

1981

Jacques Polge

Famed perfumer Jacques Polge is named Master Perfumer of CHANEL, following in the footsteps of Ernest Beaux and Henri Robert.

Jacques Polge, creator of CHANEL Fragrances
Photo : Rose Deren
© CHANEL

1981

Antaeus

CHANEL launches ANTAEUS, a potent, unmistakably masculine Eau de Toilette for men, and the first of Jacques Polge’s many creations for the House of CHANEL.

ANTAEUS advertising film from 1982
"La Lutte" by Lester Bookbinder
© CHANEL 1982
Original Music by Olivier Bloch Laine

1983

Karl Lagerfeld

Karl Lagerfeld is appointed Artistic Director for CHANEL Fashion, designer of all Haute Couture, Ready-to-Wear and Accessory collections.

Karl Lagerfeld self-portrait
© CHANEL

1984

COCO

CHANEL launches COCO, the first women’s fragrance created by Jacques Polge. Inspired by Venetian history and Baroque style, this oriental floral scent expresses a provocative vision of old-world opulence.

COCO advertising film from 1991,
"L'Esprit de CHANEL," by Jean-Paul Goude, with Vanessa Paradis
© CHANEL 1984
Music : "Stormy Weather" by Harold Arlen

Aerial view of the Place Vendôme inspiring the design of the PREMIERE watch

1987

The Première Watch

The first line of CHANEL Watches is launched with the creation of the PREMIÈRE watch, designed by Jacques Helleu. The dial of the watch recalls both the shape of the place Vendôme and the stopper of the iconic N°5 bottle.

Aerial view of the Place Vendôme.
Close up on the octagonal dial of the PREMIÈRE watch, evoking the Place Vendôme
Photo : All rights reserved
© CHANEL

1990

EGOÏSTE

CHANEL introduces EGOÏSTE, an original, invigorating scent that defied the conventions of men’s fragrance, expressing potent notes of sandalwood and bourbon vanilla.

EGOÏSTE advertising film from 1990
"Le Carlton" by Jean-Paul Goude
© CHANEL 1990
Music : "Knight's Dance" by Sergei Prokofiev

1993

Creation of Chanel Fine Jewelry and Watches

A milestone is reached with the launch of the first CHANEL Fine Jewelry collection in the heart of the place Vendôme in Paris. In 1997, CHANEL establishes 18 place Vendôme as the home of CHANEL Fine Jewelry.

1996

ALLURE

CHANEL unveils ALLURE, a fresh oriental fragrance for women, accented with delicate floral notes. Inspired by the elegant and independent spirit of Gabrielle Chanel, the scent is a unique creation, at once perfectly classic and utterly modern. It is soon joined by ALLURE HOMME, a masculine interpretation of the provocative fragrance.

2000

J12

The first CHANEL sport watch is created with the launch of the iconic J12 watch. Developed for both men and women, the original design is fabricated in sleek black ceramic. Following the international success of the first J12, CHANEL later introduces additional models, including the J12 in white ceramic and the J12 Chromatic.

J12
© CHANEL

2001

COCO MADEMOISELLE

CHANEL launches COCO MADEMOISELLE, a feminine and sexy scent inspired by the irrepressible spirit of Mademoiselle Chanel. Modeled on the original COCO, this fresh oriental fragrance offers delicate notes of orange and bergamot, complemented by infusions of floral and spice.

COCO MADEMOISELLE advertising film from 2009,
"COCO MADEMOISELLE," by Joe Wright, with Keira Knightley and Alberto Ammann
© CHANEL 2009
Music : "It's a Man's Man's Man's World" by James Brown / Betty Jean Newsome, performed by Joss Stone

2002

The Métiers D’art

CHANEL acquires eight Parisian speciality ateliers to establish PARAFFECTION, a company consisting of Desrues (metalworker), Lemarié (flower and feather craftsmen), Maison Michel (milliner), Maison Lesage (embroiderer), Massaro (shoemaker), Goossens (goldsmith), Guillet (floral accessory expert), and Atelier Montex (embroiderer). In doing so, CHANEL supports the historic arts, and preserves the unique expertise of fashion’s traditional craftsmen.

2003

CHANCE

CHANEL introduces CHANCE, an original, youthful fragrance, in which fresh floral notes contrast with sweet and spicy elements. Created by Jacques Polge, the scent takes its inspiration from Gabrielle Chanel’s belief in the power of talismans and good luck charms.

CHANCE advertising film from 2003,
"Venise" by Jean-Paul Goude, with Anne Vyalitsyna
© CHANEL 2003
Music: "Taking a Chance on Love," by Michel Hardy, performed by Anne Ducrots

2005

Chanel at the Met

The Metropolitan Museum of Art in New York honors CHANEL with a grand exhibition dedicated to the House of CHANEL.

2007

Chanel, Art As Universe

The art world celebrates CHANEL once again with the "CHANEL, Art as Universe" exhibition at the Pushkin State Museum of Fine Arts, in Moscow.

CHANEL exhibition at the Pushkin State Museum of Fine Arts, in Moscow
mention: kleinefenn@ifrance.com

2007

Les Exclusifs

CHANEL launches LES EXCLUSIFS DE CHANEL. Sold exclusively in CHANEL boutiques, this collection of rare, luxuriously simple fragrances represents the pure expression of the genius of CHANEL.

2008

Peter Philips

Peter Philips is appointed as the Creative Director of CHANEL Makeup.

Peter Philips
Photo: Willy Vanderperre

2008

Mobile Art

Celebrated artist Zaha Hadid presents a traveling exhibition titled, "Mobile Art CHANEL Contemporary Art Container by Zaha Hadid," featuring artworks inspired by the iconic quilted handbag, created by twenty different artists. Following the show’s tour through Hong Kong, Tokyo, and New York City, CHANEL donates the Mobile Art exhibition pavilion to the Arab World Institute, in Paris.

The Mobile Art exhibition pavilion in Central Park’s Rumsey Playfield on the East Side of Manhattan, New York.
Photo: François Lacour / AIA Productions
© CHANEL 2008

2009

Rouge Coco

CHANEL introduces ROUGE COCO, a luxurious line of lip colour designed by Peter Philips, Creative Director of CHANEL Makeup. Inspired by the iconic lipstick developed by Mademoiselle Chanel in 1954, ROUGE COCO implements the latest technology to deliver a modern interpretation of the classic feminine essential.

ROUGE COCO advertising film from 2009
"ROUGE COCO" by Jean-Baptiste Mondino with Vanessa Paradis
© CHANEL 2009
Music: "Daydream," written by John Sebastian, performed by Vanessa Paradis

2010

Bleu De Chanel

CHANEL launches BLEU DE CHANEL, a provocative fragrance for men. This sensual blend of citrus and woods evokes an unexpected new vision of masculinity.

BLEU DE CHANEL advertising film from 2010
"BLEU DE CHANEL" by Martin Scorsese with Gaspard Ulliel
© CHANEL 2010
Music: "She Said Yeah," by the Rolling Stones" Album: "December's Children (and Everybody's)"

2011

Culture Chanel

The international art world honors CHANEL with the unveiling of "Culture CHANEL" at the Museum of Contemporary Art (MOCA) in Shanghai and at the National Art Museum of China (NAMOC) in Beijing.

2012

The Little Black Jacket

CHANEL celebrates the iconic CHANEL jacket with the launch of the book and photo exhibition, titled "The Little Black Jacket: CHANEL’s Classic Revisited” by Karl Lagerfeld and Carine Roitfeld.

"The Little Black Jacket" advertising film from 2012 "CHANEL The Little Black Jacket"
© CHANEL 2012
Music: "True Romance" by Citizens!,
Courtesy of Kitsuné