1983 ARRIVAL OF KARL LAGERFELD

Karl Lagerfeld is named Artistic Director of CHANEL. He brought life back into the Cruise collections, introduced the Métiers d'art and pre-collections, restored Haute Couture to its former glory, and created the CHANEL Ready-to-Wear collection as we know it today.

1984

LAUNCH OF COCO PERFUME

The first model to sign an exclusive contract with a couture house by becoming a CHANEL spokesperson, Ines de la Fressange is selected as the face of Coco. Inspired by the Venetian style and Baroque universe of Mademoiselle Chanel, this floral oriental was the first women's perfume created by Jacques Polge.

1985

ACQUISITION OF MAISON DESRUES

Button-maker Desrues is the first artistic craft house purchased by the House of CHANEL.

1987

CREATION OF CHANEL WATCHES

Creation of CHANEL Watches with the PREMIÈRE watch, whose dial is inspired by the shape of the N°5 perfume bottle cap and the Place Vendôme. Opening of the first CHANEL Watches boutique at 40, avenue Montaigne, in Paris.

1987-1988

FIRST CAMPAIGN BY KARL LAGERFELD

Karl Lagerfeld creates his first advertising campaign for CHANEL as a photographer. Ines de la Fressange, who was already the face of Coco, was the muse for the campaign.