The name that tells a story of strength, perseverance, and unparalleled determination.

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The story of the woman, Gabrielle Chanel, before she was Coco, the designer. The woman that fought to become the woman she wanted to be by claiming the independence that women of her time could not demand.

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Gabrielle Bonheur “Coco” Chanel

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Her story has become legendary and it is now part of fashion mythology. It would be impossible to dispute the claim that Gabrielle “Coco” Chanel is the most famous designer in history. Known for her lifelong determination, ambition, and energy which she applied to her career, she both achieved financial success as a businesswoman and catapulted to social prominence.

Liberation came she went to work as a seamstress and started singing in a bar, where she was nicknamed Coco after a song she sang. The prolific fashion creator was changing ideas of femininity by liberating women from the constraints of the “corseted silhouette” and popularizing a sporty, casual chic as the feminine standard of style, rewriting the rulebook with her mannish collections. The independent garçonne extended her influence beyond couture clothing by realising her design aesthetic in jewellery, handbags, and fragrance. It is not surprising that she’s the only fashion designer listed on TIME magazine’s list of the 100 most influential people of the 20th century.

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As the year of Gabrielle continues, CHANEL unveiles their latest ad campaign, featuring Kirsten Stewart shot by Karim Sadli, for their first fragrance launch in 15 years. The new scent named after GABRIELLE CHANEL, composed by Olivier Polge in cooperation with the CHANEL Fragrance Creation and Development Laboratory, celebrates the extraordinary personality of its founder and conveys a very modern message, by putting a spotlight on her free and rebel-at-heart personality, and by inviting all young women today to live freely, by and for themselves.

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Immediately, Kristen Stewart was choosen as the obvious choice to incarnate this courageous, valiant, bold and impassioned femininity. The ad campaign film, directed, created and shot by brilliant young British director Ringan Ledwidge, evokes liberty and the act of breaking free. It starts with Stewart breaking out of a gauzy cocoon and then, finds freedom as she runs full-steam into a wall of Chanel Gabrielle perfume bottles.

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This solar, sparkling, feminine floral scent is created around four points of light from four white flowers: jasmine, ylang-ylang, orange blossom and grasse tuberose. Olivier crafted the dream flower; the only flower that could embody the revolutionary Gabrielle Chanel herself.

CHANEL Gabrielle Chanel Eau de Parfum ($183 – 100ml).

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