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COCO CHANEL

Fashion designer

It is the Englishman Arthur Capel, nicknamed "Boy" who attracts Coco Chanel to Deauville. Rich businessman who made his fortune in coal freight, he owns a polo stable. Having become Boy Capel's partner, Coco Chanel is developing her activities with the help of the latter. In 1910, he lent him the funds necessary for the opening of a milliner's salon at 21 rue Cambon in Paris, under the name of "CHANEL MODES". In the summer of 1913, while the couple stayed in Deauville, Boy Capel rented a shop between the casino and the Hotel Normandy. The sign mentions its full name: "GABRIELLE CHANEL"; the shop is always full. In 1916, she used the beautiful and elegant Adrienne as a model in Deauville. She also walks her own androgynous silhouette there, testing her new outfits contrasting with their extreme simplicity and comfort under the eyes of European aristocrats still very covered in pageantry and held in rigid corsets. The shortage of fabrics from the First World War, as well as the relative shortage of domestic labor, created new needs for women. Chanel, a free and active woman, perceives these needs. She bought Rodier whole pieces of jersey used at the time only for men's underwear. It therefore imposes lines of casual, practical and aesthetic clothing: short pleated skirts, pants or pajamas to wear on the beach, polo shirts, jodhpurs, jerseys, sailor shirts; an androgynous fashion that finds its inspiration on racetracks, golf, tennis, the beach and on yachts.
« I restored the freedom of women "Said Coco Chanel. The one who destroyed the fashion for corsets, parade clothes, underwear and padding created a new silhouette: the woman of the XNUMXth century.

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