Introduction
Chanel is a French, privately owned fashion company that was founded in 1909 by Gabrielle Bonheur “Coco” Chanel. Chanel gained attention during the post-World War I era, as it was the first brand to borrow aspects of menswear and incorporate them into women’s fashion. It brought a sleek modernism to a woman’s wardrobe with revolutionary garments such as the little black dress, two-to-three piece suit and beaded dress, all which showcased an understated sex appeal. These garments, along with the iconic No.5 perfume (shown below), have resonated with powerful icons since its inception. Today, Chanel still utilizes well-known celebrities in order to market its brand (as shown in the video “Coco Mademoiselle: The Film” with Keira Knightley). The Chanel brand is revolutionary in challenging gendered fashion as it draws on the simplicity of men’s fashion to create womenswear for bold and confident women. Combining a sophisticated and elegant femininity with an aristocratic narrative, Chanel presents an exclusive brand that is the ultimate symbol of the upper class.
Brand Identity
Chanel communicates a brand that aligns with its romantic and authentic Parisian heritage. The identity of Chanel is widely understood due to the culture created by the elegant legacy of its designer. The brand embodies a minimalistic and elegant woman who dresses in functional yet high fashion garments. The epitome of this style is the “Chanel Suit,” which is considered the first suit dedicated to women. As seen in the images below, the iconic collarless, tailored skirt suit is the ultimate representation of Chanel’s identity as it emphasizes a new kind of sophisticated femininity. Much of Chanel’s designs later on featured more feminine, Renaissance-style details, such as silver-eyelet and diamond accents. Chanel’s high fashion garments are made with a strong attention paid to detail and expensive fabric, which creates a brand economically available only to the upper class.
Consistent with the sophisticated and simple nature of the brand’s identity, Chanel’s logo is comprised of two C’s written in plain, black font. Pasted atop a white background, this image is clean and crisp. The logo has never been modified, which is just one of the reasons that the identity of the Chanel brand is impressive. While the logo remains a key aspect of its identity, Chanel promotes its prestige by creating a culture obtainable by a select few, but desired by all. This is achieved through its dominating presence in the fashion industry, as Chanel’s products, stores, and fashion shows continuously set such high standards in terms of quality and creativity. By putting a modern twist on fashion elements of the past, Chanel creates a timeless fashion rooted in boldness. As Coco Chanel said herself, “Simplicity is the keynote of all true elegance.”
Class/ Mythology
The mythology communicated by the Chanel brand is one of the European metropolitan aristocracy, which is achieved through a portrayal of an idealized lifestyle for women to aspire to. Chanel is associated with more than the products it creates. The brand represents a culture of elitism and privilege, appealing to wealthy women looking to project an upper class persona. The foundation of this mythology stems from Coco Chanel herself. A socialite in Paris, Coco relied on her own elitist status to promote her brand. Her determination to be recognized as a powerful and accomplished, yet feminine woman provides the backbone for the narrative that Chanel conveys to this day.
Chanel works to convey its mythology throughout all aspects of its branding. Primarily, the brand displays its haute character through its expensive price points which are unaffordable to much of the public. In this way, Chanel represents the ultimate symbol of exclusivity, wealth, and success. Chanel additionally communicates its aristocratic mythology though the use of timeless designs with minimal innovation. By remaining true to its iconic products, and by featuring Renaissance-type accessories like pearls, as shown on the model above, Chanel remains a classical representation of status. Thus, the brand reminds its wearers of the olden European aristocracy that originally inspired the brand. While the idealized powerful woman in today’s world slightly differs from that of the past, modern women in society feel powerful and feminine knowing the underpinnings of the Chanel mythology.
Relation to Gender
Chanel represents a complex relationship with gender roles and the expression of femininity. The ideological underpinnings of the brand stem from Coco’s relationship with men, as she used various lovers as gateways to the aristocratic lifestyle that her fashion brand came to embody. This is important because it shows how this brand, which is so set on empowering women to be confident, was founded with the help of men. Chanel appropriated styles, fabrics and articles of clothing that were traditionally worn by men to change the standard of women’s fashion. For example, to free women of the traditional, restricting corset, Chanel utilized more comfortable textiles, like jersey, for women’s clothing that were originally associated with men’s undergarments. Chanel also uses conventionally masculine silhouettes and converts them into icons of femininity, as exemplified by their collarless jackets, blazers (as shown in the tweet above), sailor blouses, and fitted suit skirts. Thus, by drawing on the comfort and simplicity of men’s fashion, Chanel brings that same sense of comfort and flexibility to women’s clothing. This, just as Coco Chanel had hoped, allows women the freedom and confidence to achieve just as much as men.
Significance
There is a broad range of societal implications that result from Chanel’s brand image and personality. First, Chanel breaks down barriers between women’s fashion and men’s fashion. It no longer confines women to uncomfortable modes of dress, but rather it emphasizes comfort and simplicity to empower women in society. Second, we can see how Chanel conveys arguments about class and status in society, as its luxury image and high price points clearly set Chanel as a brand for the upper class. Chanel has thus conveyed a strong sense of exclusivity that those of the lower classes aspire to be a part of, which aligns with the trickle-down theory that the masses aspire to wear what those of the upper class wear. Finally, by constantly putting a modern twist on classic pieces and styles, Chanel remains a timeless brand that women around the world can depend on to make them feel both elegant and confident. Therefore, Chanel has greatly revolutionized women’s fashion and why it will continue to remain an iconic brand in the fashion world.
Chanel Brand Analysis 