投稿類別:英文寫作 Title: The Fashion Magnate-CHANEL Authors: Li-Wei-Ling. (李唯綾) Yang-Ming Vocational Senior High School of Technology and Commerce. Applied Foreign Language 3B Liu-Sin-Yi. (劉欣宜) Yang-Ming Vocational Senior High School of Technology and Commerce. Applied Foreign Language 3B Advisor: Su-Fang-Yi. (蘇芳儀) The Fashion Magnate－CHANEL I. Introduction Vogue is the ultimate in beauty that people always pursue, and it also reflects the evolution of contemporary society culture. “If an artist can answer before a question is asked, he will be the forerunner of times.” [1] Every brand has its distinctive style on design, but if they want to create the immortal classic legend in continuous change of epoch, they can’t only stick to established practice. Originality and breakthrough are the most important key to lead to the fashion. From 1910 till today, as one of the most recognized and venerated brands in fashion history, the legendary magnate－Coco Chanel, came from the impoverished streets of France to revolutionize women’s fashion and liberate its restrictions. Chanel’s own brand－‘Chanel’ has changed the modern brand culture and become a vogue representative for a century. These stories behind the success that Chanel has experienced, the processes of innovating and pursuing the value of women are the major reasons for us to discuss. We hope to find the mystery of ‘Chanel’ behind the success by conferring and research in depth. II. Thesis 1. About ‘Chanel’ ‘Chanel’ is weird but beautiful, tacky but futuristic, elegant but stylish, low-keyed but conspicuous on a variety of fashion stage, and it always finds new originality in old element. Nowadays, ‘Chanel’ is a well-known fashion brand, and it is not only a pronoun of elegant vogue but also the most important indicator in fashion trends. A. The Brand Image of ‘Chanel’ a Logo Design The image of brand can not be built in a short time, and the value of meaning also can’t be ignored. The brand logo of ‘Chanel’ is a double-C logo; this idea is from the founder－Coco Chanel. The first letter of her name is C, so she used the overlapping of C to show this brand. We can always find this logo on the button of dress, the buckle of leather and other related products. This design of logo possesses strong identification of ‘Chanel’. 1 The Fashion Magnate－CHANEL B. The Creative Process of ‘Chanel’ a. Concept of Design The author of ‘Chanel’ is Coco Chanel, and she made a name for herself among the who’s who of Paris all the while acquiring a taste for their luxuries and decadent lifestyle. “In order to be irreplaceable one must always be different,” said Chanel. “People laughed at the way I dressed, but that was the secret of my success: I didn’t look like anyone.” [2] Chanel’s concepts of design weren’t like all the others; they were unique, they were simple, and they were practical. It was Chanel who introduced the world to numerous fashion trends that were unheard of at the time, but which soon became the industry standard. Chanel, who pursuits of minimalism, considers that equality is very important, and can’t ignore the femininity. Even if Chanel’s inspirations of creation are from men’s clothing, she never confuses the gender of male and female. Chanel’s concepts of design in suit or trousers are in order to make the work facilitate and the action look more elegant and tidy for woman. b. Current Development Coco Chanel died in 1971. In 1986, Karl Lagerfeld, who is a designer from German, takes over the design of ‘Chanel’. Karl subverts original style of ‘Chanel’. This move shocks all fashion scenes. Karl, the same as Chanel, has rebellious personality and sensitivity of fashion. They pursue perfection and different logic. Karl Lagerfeld led ‘Chanel’ toward another peak and continued the ‘Chanel’ original value. 2. The Introduction of ‘Chanel’ over the Years In 1910, Chanel opened the first millinery shop on Rue Cambon, Paris. She sewed up many pretty, succinct and practical hats by excellent handiwork. In 1913, Chanel introduced the sportswear easy to move before the outbreak of World WarⅠ. After that, she introduced the casual wear such as leather coats, jackets and sailor suit. In 1914, Chanel opened two boutiques, and ‘Chanel’ which influences brand far away was declared to be born. 2 The Fashion Magnate－CHANEL In 1921, ‘Chanel’ introduced the first perfume－N°5 (It means Chanel number five.) This is the first bottle of perfume named after the designer in history. In 1926, ‘Chanel’ introduced the classical ceremonial dress, and this design adopted the color of black used only on mourning clothes in that time. In 1932, ‘Chanel’ introduced the advanced jewelry show to cause a great sensation in Paris. All exhibits are made of platinum and diamond. In 1939, Chanel closed boutiques because of the outbreak of World WarⅠ, and only perfume and jewelry are sold continually. In 1954, ‘Chanel’ held a fashion show and introduced many unique clothes to come back the fashion stage, and it raises the second revolution of brand. In 1955, Coco Chanel obtained the Oscar Award and be called “The most influential women in the 20th century fashion designers.” [3] In 1971, Chanel died at the age of 88 years old, single. In 1983, Karl Lagerfeld started to cooperate with ‘Chanel’ and take on the creative director of senior to provide uniforms, clothing and accessories. In 1986, Karl Lagerfeld is the main designer of ‘Chanel’ and replaces the design power. His interpretation of the meticulous way continued refined, luxury and ‘Chanel’ spirit which means the fashion style never faded away. 3. Fashion Magnate－Chanel A. Introduction about the Movie The movie, called” Coco before Chanel” is a love film about the life of Coco Chanel. The director of this film is Anne Fontaine, who is nominated in the French Caesar Award, and major impersonator is Audrey Tautou, who has a remarkable performance in ”Priceless”. “A girl grew in orphanage, a tenderfoot of tailor, a woman who falls in love, a 3 The Fashion Magnate－CHANEL reformer in conservative age; all of these are Coco Chanel.” [4] B. The Impression We want to research that how does Chanel founds the times belonging to her, and her outstanding, flexible and active, personality. Chanel strides across a change century. C. The Background The real name of Coco Chanel called Gabrielle Chanel, and she was born on August 19th, 1883. Chanel’s mother passed away when Chanel was just twelve years old, and it wouldn’t be long before her father also abandoned her. Chanel and her sister went to live in the orphanage with nuns in Auvergne, France and it was here where Chanel learned much of the etiquette that would characterize her later career. The nuns of orphanage taught them how to be a polite girl and learned initiative skills of sewing techniques, Chanel took an early liking to sewing and instead of playing with dolls, spent much time dressing them in material she had cut from curtains. Supportive of her efforts as a seamstress, the nuns helped Chanel get a local job to build her talents. When Chanel worked in a knitwear company at twenty years old, she became very famous because of her elegant appearance, but Chanel was bored with the simplicity of her surroundings and decided to pursue a life of excitement and stardom. While singing didn’t prove to be Chanel’s forte, the experience was valuable in that it introduced her to Etienne Balsan, Chanel soon found herself as a mistress to Balsan and living a luxurious life, she participated in the social activities of race course, and found the profound of equestrian world which gives her inspiration of originality. Chanel rekindled her interest in sewing and approached Balsan with a business proposition. With her new taste of the opulent life, Chanel decided to leave Balsan and link onto the arm of his friend, a wealthy businessman by the name of Arthur “Boy” Capel. Capel encouraged that Chanel should pursue her dream, and then he lent her funds to open up a boutique in Paris. Soon after, Chanel opened an additional two boutiques in Biarritz and Deauville with the help from Capel. It wouldn’t be long before Chanel was moving on to bigger and brighter things, turning her single little store into one of the most powerful empires in the fashion industry. D. Creation and Love 4 The Fashion Magnate－CHANEL Chanel is an excellent designer when she was young. The love story with Capel inspired her to continue designing the attire of man style. After that, this style is called neutral. Chanel was using them for the inspiration they were providing her. The men in Chanel’s life can’t give her all dreams and target, however, all of incomplete fragments combine with her life. E. The Way to Success In 1939, during World WarⅠ, Chanel closed down her business and began a relationship with a German Nazi officer. Her reputation in the public’s eyes became quickly and irrevocably damaged. She thought her years as a designer were finished and she stayed out the spotlight until 1954, when at the age of 71, Chanel decided to come back to the fashion stage again by introducing the fashion show on February 5th, 1954, and promoted second revolution in clothing industry. After introducing some fashion shows, ‘Chanel’ begins to show the groundswell of vogue. In 1955, Chanel obtained the Oscar Award and was called “The 20th century's most influential women in fashion designers.” [5] We can experience Chanel’s love and style by her artifacts.