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Coco Chanel
born: 19-08-1883
birth place: Saumur, France
died: 10-01-1971

World War I led her to move to the resort town of Deauvile, where Chanel became the mistress of a rich military officer, and then a wealthy English Industrialist. Through the patronage and connections that these men provided she was able to open her own millinery shop in Paris in 1910 and she soon had boutiques in both Deauville and Biarritz.

During the 1920s Coco Chanel became the first designer to create loose women’s clothing use jersey, traditionally used for men’s underwear, creating a relaxed style for women ignoring the stiff corseted look of the time. They soon became very popular with clients, a post-war generation of women for whom the corseted restricted clothing seemed old-fashioned and impractcal.

By the 1920s Maison Chanel was established at 31, rue Cambon in Paris (which remains its headquarters to this day) and become a fashion force to be reckoned with. Chanel became a style icon herself with her striking bob haircut and tan placing her at the cutting edge of modern style.

In 1922, she launched the fragrance Chanel No. 5, which remains popular to this day. Two years later Pierre Wertheiner became her business partner (taking on 70% of the fragrance business), and reputedly her lover. The Wertheimers continue to control the perfume company today.

In 1925 Chanel launched her signature cardigan jacket, and the following year matched its success with her little black dress. Both items continue to be a staple part of every Chanel collection.

During World War II, Chanel was a nurse, although her post-war popularity was greatly diminished by her affair with a Nazi officer during the conflict and she moved to Switzerland to escape the controversy.

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