By 1913, Chanel had expanded her business, opening a boutique in Deauville. This boutique introduced an entirely new concept to women’s fashion: simple yet elegant clothing that was both functional and fashionable. Before Chanel, women’s fashion was defined by corsets, frilly dresses, and layers of fabric. Chanel’s designs were a stark contrast, emphasizing comfort, simplicity, and practicality. Her use of jersey fabric, once reserved for men’s underwear, became a revolutionary step in fashion. Her clothing was designed to empower women, allowing them to move freely and comfortably, rather than being bound by constrictive garments.

Chanel’s designs were a hit, and by the 1920s, she had established herself as a leading fashion designer in Paris. In 1921, she introduced her iconic fragrance, Chanel No. 5. The perfume was groundbreaking, not only because of its distinctive scent but because it was the first perfume to be marketed under a designer's name. The perfume remains one of the best-selling fragrances in the world today.

World War II and the Interruption of Her Career

The 1930s saw Chanel’s business thriving, but the outbreak of World War II in 1939 had a profound impact on her career. During the war, Chanel closed her boutiques, citing a lack of materials and a difficult business climate. She also faced criticism for her association with high-ranking Nazi officers during the German occupation of France. Chanel’s relationship with Nazi officers, including Hans Gunther von Dincklage, a German intelligence officer, has been the subject of much debate. Though there is no evidence that she was involved in espionage, her connections during this period have tarnished her reputation.

Despite these challenges, Chanel’s legacy remained intact. After the war, she was forced into temporary exile in Switzerland due to her wartime associations. However, by the late 1940s, Chanel was ready for a comeback. shutdown123