Chanel has launched a series of short films revealing the stories behind the iconic brand, and the woman who started it all Gabrielle ‘Coco’ Chanel.
The Inside Chanel series, features nine films, which together take viewers on a journey through the history of the brand and its iconic products through the story of its founder.
The films provide a fascinating insight into the woman and the name and feature a selection of exclusive ‘never seen before’ footage. They also seek to throw the doors open and provide an intimate exposé of one of the most iconic French brands.
The films are spilt into three chapters or phases the first examines Chanel’s icons: Chanel No 5, Marilyn Monroe, The Chanel Jacket and the Diamond.
We learn the stories behind the revolutionary scent, the story behind Marilyn’s famous phrase that all she wears to bed is Chanel No 5, how the iconic jacket encompasses masculinity and femininity and the story behind Chanel’s diamonds.
The second chapter delves into the life of Coco with three films ‘Coco’, ‘Mademoiselle’, and ‘Gabrielle Chanel’. In “Coco”, the film begins with the magical phrase “Once upon a time” and instantly we are off on the journey of her life from being an orphan to becoming a style icon.
We learn the secrets of her upbringing, her sad family history, where her nickname came from, her love life and of course the inspiration behind her iconic creations.
The third chapter features two films of Chanel’s artistic director Karl Lagerfeld who talks about on her charisma and how he reinterprets her legacy as the creative director of the house in "Coco According to Karl Lagerfeld" and "Chanel According to Karl Lagerfeld."
Inside Chanel tells provide incredible insights into the woman whose creations revolutionised women’s fashion and provides a fascinating history lesson into one of fashions most fascinating characters.
As Karl Lagerfeld says: “Chanel left behind a style, something that can be identified in a second, that is both timeless and yet thoroughly in fashion.”
Chanel have created a wonderful collection of films showcasing and celebrating the brand and its history. For those who are unfamiliar with the story it is a fascinating series and one certainly worthy of viewing.
Chanel have clearly taken the message of storytelling in their stride by creating both a wonderful resource and an entertaining series.
Fashion brands have long been the leaders in creating beautiful moody films to compliment new collections and seasons.
What’s particularly interesting is to see how a fashion house navigates away from films of whimsy and mood to create really substantial factual films. All the while maintaining the storytelling skills they are so adept at.
To Chanel-novices (like me) the story of the woman and the fashion house is really fascinating. I admit to not knowing just how revolutionary Coco’s visions were – particularly with Chanel no 5.
I love the presentation of the films – the illustrations and animations are beautiful and together with the narration and storytelling, they are compelling to watch and very enjoyable.
The films move at a pace and embue a frenetic energy. It feels to me as though this is how fashion deals with weighty subjects, make it quick and attention grabbing to ensure everyone pays attention.
The films are dripping in major statements and dramatic moments and no declaration is too big or too over the top: we learn how the death of Coco’s true love scarred her forever, or how her drive transformed women’s silhouettes or how before “liberating women, Coco Chanel liberated herself”.
A legend in her own lifetime and a sheer force to be reckoned with these films are a triumph for the fashion brand, providing a way to engage with new audiences and young fans who know little of the legacy.
It comes at a time when fashion interest is super high as it veers more and more into the mainstream. Blogging culture and the explosion of social media: Instagram, Pinterest, Tumblr etc means fashion content is available and accessible to a huge audience.
No longer the domain of elite editors, stylists and fashionistas, the rise and rise of style bloggers, street style sites and a global obsession with what everyone is wearing, has seen interest in the fashion world explode.
Launched in September, the month of fashion when the fashion shows go into overdrive and fashion bible vogue releases it’s biggest issue, Chanel ensured the films would be a hot property.
With so many brands and fashion houses joustling for space at the top of the pile, it makes sense for an iconic brand such as Chanel, which is dripping in history and fabulous stories to start sharing them with audiences.
Certainly the strategy is clear: differentiate Chanel based on the powerful story of its founder, giving it depth and true artistic dimension, credibitlity and authenticity in an age where frangrance brands are popping up one a penny to meet surging demand, most manufactured and meaningless. Chanel has a story to experience and wear.
The films are overblown, overly dramatic and bursting at the seams with fabulous stories and statements. I absolutely love them and I bet I’m not alone.
Chanel have created a wonderful resource and entertainment series which will allow a new generation of fashion fans to glimpse inside the walls of this iconic fashion house.
Much like Chanel’s creation these films share a timeless story of style in a very modern and fashionable way.
Chanel has created beautifully crafted films, complete with fabulous storytelling and a history lesson to boot. A fabulous achievement.