![]() She followed this success with a couture house, opened in 1915 in Biarritz. Soon she added a sportswear store in the Normandy resort town of Deauville, where Coco set the tone for her defining sense of style - traditionally masculine garments reimagined for feminine shapes, made from simple jersey fabric.Effortless and elegant, her designs promoted comfort and grace in women’s wear that had been dominated in the previous century by complicated layers of fabric and cumbersome corsets. ![]() ![]() ![]() The boutique drew the attention of the Parisian fashion elite who popularized her wide-brimmed Chanel Modes hats. The first Chanel shop was opened in 1910 in Paris on rue Cambon by the young milliner Gabrielle Chanel (1883–1971), who had picked up the nickname “Coco” while working as a club singer.
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