1910 OPENING OF CHANEL MODES

Coco, as she had come to be called, opens a hat boutique at 21 rue Cambon under the name Chanel Modes. Her hats were worn by well-known French actresses of the era, and helped build her reputation.

1912

OPENING OF THE FIRST CHANEL BOUTIQUE IN DEAUVILLE

Gabrielle Chanel opens her first boutique in Deauville. From 1913, she begins to sell a line of sportswear made of jersey, a material that was previously used to make men’s underwear. This approach revolutionized fashion and women's relationships with their bodies. It was an instant success.

1915

OPENING OF THE FIRST CHANEL COUTURE HOUSE IN BIARRITZ

Encouraged by her success, Mademoiselle Chanel opens her first Couture House in Biarritz, France. She employs 300 workers there and designs her first Haute Couture collection.

1918

OPENING OF THE 31 RUE CAMBON BOUTIQUE

Gabrielle Chanel purchases the building at 31 rue Cambon and sets up her Couture House there. The 31 building housed a boutique, salons and workshops a layout that remains the same today.