19, Allure, Coco Mademoiselle, and Chance, among others, “references Chanel’s rebellious nature in a bid to attract new millennial devotees,” as noted by Leigh Morland, a management professor at the University of Huddersfield.Ĭoco Chanel – whose image and likeness is identifiable outside of the hallowed walls of the fashion industry and whose famed quotes appear in the social media bio lines of many a millennial fashion fan – has “been front and center of the story” of Chanel, says Morland, as has her “ability to spot market opportunities and then align fashion and fragrances with emerging lifestyle trends.” The launch and promotion of Chanel’s latest fragrance, which follows in the footsteps of No. ![]() Chanel – who died in 1971 – set up shop, her brand has become a pinnacle of luxury, a globally recognized marque, coveted by fashion insiders and fans on the periphery of the industry, alike. The perfume, entitled, Gabrielle, is named after the brand’s eponymous founder, a reference, according to Chanel, to “a rebel at heart, a woman who freed herself to become the woman she wanted to be.” The Paris-based brand, which was founded in 1909, was the brainchild of Gabrielle Bonheur “Coco” Chanel, an inexperienced entrepreneur-turned-designer hailed for liberating women from the constraints of the constrained silhouette of the corset and popularizing a more nonchalant standard of style. This summer, Chanel released its first new fragrance in 15 years.
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