kauguri's

guide to fashion

The Chanel Story - Part 4

More... Chanel Handbags Chanel Purses Chanel Wallets

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Karl Lagerfeld would become one of the most iconic designers of our time. With his flashy sense of style combined with a strong vision of a new Chanel, Karl Lagerfeld brought the couture house to new levels, and is still continuing to woo and awe the fashion world.

1983-2004

1983 was the year of change for the House of Chanel. It was the year Karl Lagerfeld was appointed ‘Artistic Director’ for Chanel Fashion, including haute couture, prêt-à-porter, and accessories. He shocked the fashion world by changing Chanel’s fashion lines from the predictable same styles that greeted world year after year to funky cuts and eye capturing designs.

In 1984, the House of Chanel launched the fragarance, Coco, in honor of the late Coco Chanel. The scent was based upon a private fragarance Chanel had commissioned from her perfumers that she wore exclusively daily. In 1986, the House of Chanel struck a deal with watchmakers and in 1987, the first Chanel watches made its debut.

1990 saw the launched of Egoiste for men. Karl Lagerfeld in 1993 launched the first collection of fine jewelry (not to be confused with the already existing costume jewelry line0, in the spirit and style of Chanel, in the heart of Place Vendôme in Paris.

1996 greeted the launch of Allure fragrance and due to its immense popularity, a men’s version, Allure Homme was launched in 1998.

Under special commission from Karl Lagerfeld, the House of Chanel launched its first skin care line, PRÉCISION in 1999. That same year, Chanel launched a new travel collection, and under a license contract with Luxottica, introduced a line of sunglasses and eyeglass frames.

The new millennium saw the launch of the first unisex watch for Chanel, the J12, a style that has reached iconic fame with its clean cuts and fusion of masculinity and femininity to form a revolutionary watch. To please the younger fashionistas, Chanel introduced Coco Mademoiselle and an ‘In-Between Wear’ in 2001.

2002 saw the launch of Chance fragrance, with a scent of surprise and glamour. The House of Chanel founded the Paraffection company that gathered the five Ateliers d’Art: Desrues for ornamentation, Lemarié for feathers, Lesage for embroiderer, Massaro for shoemaker, and Michel for millinr. A prêt-à-porter collection proposing their know-how was designed by Karl Lagerfeld. It is now traditionally presented each December.

2003 saw such an immense popularity of Chanel haute couture that the company founded a second atelier on rue Cambon.

The No. 5 perfume had always received free campaigns from actresses and starlets that used it daily. Marilyn Monroe famously answered a reporter’s question that she only wore Chanel’s No. 5 to bed. But in 2004, Karl Lagerfeld launched a new No. 5 campaign with Nicole Kidman as the new face of Chanel. With the launch of new handbags, Ligne Cambon, an advertising campaign was created featuring French actress and pop star, Vanessa Paradis.

2005-Present

The Luxury Line, introduced in 2006 feauturing a metal chain embedded in the leather, is one of the most desired "it" bags of the moment.

The House of Chanel, under the leadership of Karl Lagerfeld, has defined the style and fashion of Chanel as being the five essentials: audacious, perfectionist, unique, passionate, and visionary.

---> Part 5 - The Logo, The Quality, and The Controversy