Chanel S.A. IPA2: ʃə.ˈnɛɫ ), is a Parisian fashion house created by Coco Chanel. Specializing in luxury goods (haute couture, ready-to-wear, handbags, perfumery, and cosmetics among others), the Chanel label has become one of the most recognized names in luxury and haute couture fashion Fact: date=August 2008. According to Forbes, the privately held House of Chanel is jointly owned by Alain Wertheimer and Gerard Wertheimer who are the grandsons of the early (1924) Chanel partner Pierre Wertheimer.

Rivals of la Maison de Chanel include the Parisian fashion labels of Louis Vuitton, Christian Dior, and Hermès. Other competitors are Bvlgari, Cartier, Gianfranco Ferre, Versace, Gucci, and Prada. The company has had many high-profile celebrities as spokesmodels, including Catherine Deneuve (1970s Chanel No.5 spokesmodel), Nicole Kidman (early 2000s Chanel No. 5 spokesmodel), Audrey Tautou (current Chanel No.5 spokesmodel), and most famously, Marilyn Monroe (1950s Chanel No. 5 spokesmodel) pictured splashing herself with a bottle of Chanel No. 5. The image is certainly the most famous of all Chanel advertisements, and continues to be one of the most popular advertisement photos in the history of marketing, used in countless biographies, and still selling in large quantities as a poster and art piece using Marilyn Monroe as the model.[http://www.theage.com.au/news/beauty/chanels-new-face-audrey-tautou/2008/05/07/1209839712295.html Beauty - Life & Style Home - theage.com.au ].

The Coco Chanel Era

Gabrielle "Coco" Chanel (b.August 19, 1883 – d.January 10, 1971) heralded new designs and revolutionized the fashion industry by going “back to basics,” incorporating elegance, class, and originality. Under her tight reign from 1909-1971, Coco Chanel held the title as ‘Chief Designer' until her death on January 10, 1971.

Establishment and recognition: 1909 through 1920s

In 1909, Gabrielle Chanel opened a small shop on the ground floor of the Balsan's apartment in Paris - the beginnings of what would later become one of the greatest fashion empires in the world. The Balsan home was a meeting place of the hunting elite of France and the gentlemen brought their fashionable mistresses along, giving Coco the opportunity to sell the women decorated hats. During this time Coco Chanel struck up a relationship with Arthur Capel, a member of the Balsan men's group and the only one who worked for a living).

He saw a businesswoman in Coco and helped her acquire her location at 31 Rue de Cambon in Paris by 1910. There was already a couture shop in the building, and so Coco was not allowed in her lease to produce couture dresses. In 1913, Chanel introduced women's sportswear at her new boutique in Deauville and Biarritz, France. She detested the fashions of women who came to these resort towns. Chanel's designs tended to be simple rather than opulent in look (common haute couture fashion of the Belle Époque). World War I affected fashion. Coal was scarce and women were doing the factory jobs that men had held prior to the war; they needed warm clothing that would stand up to working conditions. Chanel fossella's designs from this era were affected by the new idea of women's sports. During World War I, Coco opened another larger shop on Rue de Cambon in front of the Hôtel Ritz Paris. Here she sold flannel blazers, straight linen skirts, sailor tops, long jersey sweaters and skirt-jackets.Her fashion became known in 1915 throughout France for its simplicity. In the years 1915 and 1917, Harper's Bazaar mentioned that Chanel's name was "on the list of every buyer." Her boutique at 31 Rue Cambon previewed simple day dress-and-coat ensembles and black evening dresses in lace or jet-embroidered tulle (she also piled cushions of feathers, fur and metallic fabrics on the sofas in the gray and amber salons).