Chanel was founded in 1909 by Coco Chanel an iconic French
Chanel is known for redesigning the constrictive, opulent
clothing and jewellery of the 19th century into a much more
eleagant and simplistic fashion with dresses, blouses, suits,
trousers and jewellery.
Chanel revolutionised high fashion and couture fashion by
replacing structured silhouettes, typically based upon corsets
with garments that were functional whilst being flattering to a
Chanel is recognised as one of the most successful
and desirable fashion brands in the world.
Over the years Chanel has been represented by
many iconic celebrities ranging from Nicole Kidman,
Kiera Knightley, Audrey Tautou and Marilyn
The House of Chanel is known for “the little black
dress”, the perfume No.5 De Chanel, and the Chanel
Chanel takes much of its inspiration from old
styles, reviving fashions from the past into a more
contemporary, comfortable and stylish look, often
adding its own simplistic twist to it in the process.
Coco Chanel the founder of Chanel, based much
of her designs on highlighting feminine boldness
in character and believed in a strong,
independent, de-sexualised woman who was still
flattering to look upon in a more elegant way.
When Chanel was put into new ownership in 1983
under Karl Lagerfeld as the new head designer he
followed Coco’s beliefs and stuck to a similar yet
elegant style of design, keeping the brands image
Parfums Chanel was established in 1924 with the
purpose of creating perfumes and cosmetics under the
Chanel fashion house name. Since then it has proved to
be the most profitable member of the Chanel family.
The Parfumerie Chanel has employed three perfumer’s:
Ernest Beaux (the creator of No.5), Henri Robert and
most recently Jacques Polge, Beaux being the most
famous out of the trio for creating the iconic No.5
perhaps the worlds most famous perfume.
Before No.5 women’s perfume had two categories, a pure
‘single garden flower’ essence for a respectable woman,
whilst sexually provocative heavy with animal musk or
jasmine were associated with prostitutes or courtesans.
No.5 broke this mould by bringing elements of the two
together to make a perfume ideal for the modern flapper, a
woman of free spirit and strong liberate characteristics,
epitomised by the woman’s right movement of the early
The design for iconic bottle was to oppose to over-
designed, elaborate bottles of Chanel’s rivals, by making a
With its brand image of a strong, flattering, feminine
woman Chanel no.5 is designed to appeal to women of a
free spirit who don’t need to sexualise themselves to still
look flattering. Women who remain appealing to men
whilst remaining elegant.
Because of the pricing of Chanel it does price some
potential customers out of buying the perfume but the
brand’s image is so strong that this may not be such an
issue for some customers even though it has a very high
The design of the bottle and essence of the fragrance is
The Advertising of no.5 is a recreation of how the brand
designs its products, with simplicity and elegance in mind.
An iconic no.5 advertisement featuring Nicole Kidman was
shot at the cost of £18.7 million GBP, with the advert itself
being a 2 and half minute trailer for a film that doesn’t
exist with no.5 being the ‘touching stone’.
The advert was shot in a cinematic style making it seem
nothing like an advert, and because of this it became iconic
despite being so simplistic. The advert itself features the
brands iconic ‘little black dress’ and a very expensive
necklace resting on Kidman’s back the jewellery being a
Stick to simplistic yet elegant aura of Chanel – minimalistic.
Use of symbols of wealth and elegance – jewellery, silk, black dress,
Woman taking off jewellery and clothing until she is in nothing but a
black dress, which relates back to the foundations of Chanel’s
design – getting rid of the over designed and excessive and going for
simplicity and elegance.
Once all items are removed she sprays on no.5 perfume to show that
all a woman needs to be strong, elegant and flattering is the
perfume, nothing excessive – Chanel foundation again.
Shot in black and white to give it a vintage feel – another element of
Chanel’s designs and foundations.
Nothing excessive or elaborate – e.g. no extremely flashy shots,
editing, cuts etc.