INTRODUCTION OUR BRAND PURPOSE The House of CHANEL was founded by a unique, powerful, atypically feminine soul who was propelled by her very core. By determining her world, she influenced the world, fundamentally changing perceptions of Style for everyone. We embrace the epic modernity of our rich heritage and fulfill its vision by serving today’s self-powered woman who creates her destiny. Our DNA is in everything we make, and elevating women, treasuring their complexities and facets, is in our DNA. Our repertoire spans the extremes that allow a woman to find and express her essence, and thus offer her the invaluable experience of a liberating transformation, whether with a dash of lipstick, a spritz of perfume or a total look. From its inception, our House has been a seminal force in shaping the codes of fashion. By drawing on the potency of paradox, and reconceiving it in surprising, harmonious, resonant design elements, we have forged for ourselves the enduring aura of singular magnetism.