Fashion is a story about women
Very often, stories originate from great heritage. It is in the past that the heroes from today earned their sometimes mythological personality. So it is with some of the great brands of today. And some of them use that heritage in an brilliant way.
“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” These are Coco Chanel’s words. The woman who nearly a century ago revolutionatized the way women present themselves to the world, knew that her creations arose from the story that women had to tell. Another example: “A woman should wear flagrance wherever she wants to be kissed”, Chanel said about the why for her perfume No.5.
The Chanel brand now elaborates on that heritage. It created a multimedia experience in which the history of Chanel plays a central role. The main Chanel website links to two seconday channels that host the experience: Chanel News and Inside Chanel. The Chanel News site is a not so extraordinary ezine with content on fashion shows and recent creations. The Inside Chanel channe though is a wonderful series of written content, images and films on the Chanel heritage. With Coco Chanel itself, the famous designers she worked with like Karl Lagerfeld and famous Chanel-advocates like Marilyn Monroe as the main characters.
The experience is divided up in twelve chapters in which the visitor can immerse himself. They feature the most relevant moments of Chanel’s past, which are also included in the timeline that, as you scroll down, shows these fragments of history. The story develops through short videos with authentic historical images, sketches or digital drawings. Some of the chapters offer, in addition to the films, additional content organized in a photo gallery or another video.