Coco Chanel (31 page)

From the very first sentence of the little catalogue's preface, we are introduced to the idea not only of outstanding luxury, but also that it is something only properly understood by the cognoscenti. Gabrielle draws in her followers by flattering them with the thought that they are the select few, who possess a secret “knowledge”:

As with the alchemists, the Chanel client is enjoined to become part of a select, semisecret society, membership in which makes her exclusive. In the twenties, luxury perfumes were sold in bottles that were glassblowers' “triumphs” of excess. Intended to signal the promise of the contents, they were in the shape of cupids, suggestive female figures, or were richly exotic, associating the perfume with the seductive mystery of the East.

The designer of the unmistakable Chanel N° 5 “simple bottles and cases adorned solely by their whiteness” is yet another mystery. In 1973, Gabrielle's lawyer of many years, Robert Chaillet, said that she designed the bottle herself: “As soon as she had found her perfume . . . she designed something supremely simple and therefore supremely sophisticated . . . The bottle has never changed. There is total recognition. We can run a full-page advert in the most fashionable magazines simply by photographing the bottle. We need no explanatory text.”
¹²
What would twenty-first-century advertisers give for this level of brand recognition?

Another story tells how the first bottles were made by a company called Brosse, and that they were a copy of one of Arthur Capel's toiletry containers. A third story has it that in 1924, when Gabrielle would make a deal securing distribution of her perfumes, the bottle was designed by Jean, the son of the fashionable artist Paul Helleu. This story may be the correct one, for we know that Jean Helleu began working for Gabrielle in the twenties, and remained with the Chanel Company for the rest of his working life.

According to Gabrielle's lawyer, following her choice from Beaux's samples, Gabrielle dined that evening with friends in the largest restaurant in Cannes. With an atomizer of Chanel N° 5 on the table, she sprayed each person who walked past. “The effect was amazing. All the women who passed the table stopped, sniffing the air. We pretended not to notice.”
¹³

Asking Beaux to bottle samples for her, Gabrielle is said to have returned to Paris with a hundred in her luggage. When clients were in the fitting rooms, her assistants sprayed the perfume around. Particularly privileged clients were given a little sample bottle of N° 5 as a present, and when Gabrielle was asked where it might be bought, she said she had just come upon it while away; she'd forgotten where. Meanwhile, she prodded Beaux for delivery of the larger quantities she had ordered, and was told that production could not be hurried. (To reiterate the beginning of this chapter, it is almost impossible that Dmitri introduced Gabrielle to Beaux in early 1921 and a few months later the perfume was in production.) Eventually, Beaux was ready. Gabrielle had by now cleverly drummed up sufficient interest among her clients that it appeared she was simply following their requests. In this way, Gabrielle now began selling small quantities of her perfume in all three of her salons, in Deauville, Biarritz and Paris.

A crucial element in the signature design of the Chanel N° 5 bottle is the small black letter C within a black circle set as the seal at the neck. On the top of the lid are two more Cs, intertwined back to back. We know from the little Chanel catalogue mentioned above that from at least 1924, the N° 5 bottles sported the unmistakable logo. While we can't be certain who designed the minimalist art deco bottles for the perfume, the equally inspired piece of graphic design, the black letters CC, definitely originated with Gabrielle. It is of course correct that these two Cs refer to Gabrielle—in other words, to Coco Chanel herself, and would become the logo of the House of Chanel. But a discovery we made gives a possible additional meaning to these intertwined Cs.

Gabrielle was fascinated by symbols and surrounded herself with objects ripe with meaning. (She apparently also read tarot cards.) Wheat, for example, traditional symbol of prosperity, is a recurrent theme. Then there are the lions—symbols of Gabrielle's astrological sign, Leo—in wood, silver, bronze and alabaster. (Gabrielle also used the lion as a signature symbol on her buttons.) In 1921, she had Baccarat make her a stately crystal chandelier, incorporating several numbers and letters. This magnificent sculptural object, now in Gabrielle's apartment on rue Cambon, includes among its great glass pendants of fruit and flowers in crystal and semi-precious stones repeated metal figures of the number five (Gabrielle's lucky number), B for Boy (Arthur) Capel and several double Cs for Coco Chanel.

At the Paris Polo Club, where Arthur had played so often, there is a large silver trophy inscribed “Arthur Capel Cup.” This was donated by his sister, Bertha, in Arthur's memory, almost certainly in collaboration with Gabrielle. The top of the cup sports what is a most unusual form of decoration on a polo trophy for the period, a relief band of intertwined circles, or back-to-back Cs. The cup was first presented to a player in August 1922, only nine months after Arthur's death. These Cs may represent Arthur and Gabrielle's surnames. With Arthur still uppermost in Gabrielle's mind, it could well have occurred to her to suggest this decoration to Bertha. Representing Arthur's and her own name: Capel and Chanel. If not in actuality, in a symbolic fantasy Gabrielle and Arthur would be conjoined.

As for the perfume's name, the claim that N° 5 was the first perfume to be named simply by a number, rather than the descriptive titles then in vogue, is not correct. As we have seen, Ernest Beaux had already set the precedent several years earlier, when renaming his Bouquet de Catherine with a number: Rallet N° 1. Yet while Rallet N° 1 would drop from the perfume repertoire, the apparently indeterminate name Chanel N° 5 would acquire its own very modern kind of romance. This would help sustain N° 5's developing myth, in turn assisted by one of the longest and most sophisticated advertising campaigns of the century. The very first image was created by Gabrielle's friend the caricaturist Sem. Here a slim short-haired girl in a slight blue dress, the same as the ones Gabrielle then wore, ecstatically holds up her hands to a huge bottle of Chanel N° 5.

 

Whatever the real chronology of the development and launch of Chanel N° 5, shortly after Gabrielle and Dmitri's return from the south of France, in late spring 1921, Gabrielle invited Dmitri (accompanied by his faithful servant Piotr) to stay with her at Bel Respiro, Arthur's former house. For a while, this elegant house on the edge of Paris became a rendezvous for Dmitri's émigré comrades and Gabrielle's avant-garde artist friends. Then, when Paris closed its doors for the summer vacation, Gabrielle hired a house on the Bay of Biscay, not far from the flourishing southern resort of Arcachon.

Parts of this dramatic Atlantic coastline were frequented in summer by a sprinkling of artists and writers—both those who eschewed the more developed resorts and those with deeper purses who preferred to be more remote in their villas. With the surf breaking against the garden wall of their white villa, the lovers were taken care of by Piotr and Gabrielle's faithful Joseph and Marie. In the two months they spent by the sea, the days merged quietly one into the other, with swimming and walking on the beach or through the pine woods. While a handful of friends had villas nearby, there were not many visitors. But it seems to have pleased Gabrielle and Dmitri to live quietly like this for a while.

Once the summer was over, Gabrielle launched herself into a venture she had already instituted back in Paris. For some time, she had used her rooms at the Ritz for overnight stays. But shortly before her holiday she had left behind her quiet retreat, Bel Respiro, and taken up residence in a distinguished eighteenth-century
hôtel particulier
on the Faubourg Saint-Honoré.

Gabrielle believed that in losing Arthur she had lost her life's companion, and this had left her essentially lonely. In some sense, it also released her and would drive her forward even further. Yet in releasing her from some of the private constraints accompanying real dependence upon a man, it also left Gabrielle without an emotional anchor.

In 1921, Gabrielle was thirty-eight but looked almost ten years younger. She was extremely attractive, in possession of considerable wealth, much experience and growing social prestige. However, her emotional hardships, combined with her growing power, had brought about a certain disillusion. During the twenties, a change would take place in Gabrielle: it was now she who might well initiate a relationship. Meanwhile, in combination with her pride in herself and her achievements, the genuine modesty that went hand in hand with Gabrielle's self-assurance was sometimes obscured by her great force of character. And her subtlety could go unnoticed by all but those few who knew her well.

Beginning with Stravinsky, for the next ten years and more, Gabrielle was to have a series of high-profile affairs, sometimes simultaneously. She would later say, “My love life got very disorganized, because the person I loved had died.”
¹⁴
At the same time, in the years after Arthur's death, Gabrielle was to apply herself professionally with such initiative and vigor that her name would become known far beyond the shores of France. Later, she went on to become more famous still, and even wealthier, but in this period her life took on a kind of emotional and artistic fervor in which she would become not only a discreet artistic patron but would also create the closest she ever came to a salon, where her palatial home became one of the artistic nuclei of Paris.

These years could fairly be described as the high point of Gabrielle's life. The increase (one might say the confirmation) of her status was inseparable from the life she lived, itself reflected in her clothes. She was the absolute personification of modern woman. Indeed, during Gabrielle's years at Faubourg Saint-Honoré, she was to become one of the most glamorous figures in the world.

19

The Hôtel de Lauzan, at 29 Faubourg Saint-Honoré, was built in 1719 for the Duchesse de Rohan-Montbazon, with very large formal gardens running all the way down to the avenue Gabriel. Perhaps it was no coincidence that its new occupant had chosen this address. It was on the avenue Gabriel that she had spent her happiest years with Arthur Capel, before the appearance of Diana Wyndham.

Gabrielle had taken the magnificent ground-floor rooms of the Hôtel de Lauzan while the owner, Comte Pillet-Will, remained on the floor above. When she declared that “the interior of a home is the natural projection of a soul,” and that “Balzac was right to attach as much importance to it as he did to clothing,” she effectively gave both her creed and a statement of intent. Her immediate response to the Faubourg Saint-Honoré was to enjoy its grandeur. The main rooms had last been altered in the previous century, and she hated the greenish, gilded paneled walls she was not permitted to change. It is said that she asked the Serts to redecorate and furnish her new home.

We know that Gabrielle was impressed by José Maria's taste, but in the context of her future houses, including her apartment at rue Cambon and the house she would later build for herself, this is not convincing. The Serts may well have made suggestions, but by this stage in Gabrielle's life, it is difficult to imagine that she hadn't arrived at a pretty confident style of her own. All style was in a general state of flux in the early twenties, and for her interiors Gabrielle gravitated, like a number of those in her circle, toward a type of modern baroque. This open-ended style accommodated quite different personalities, who loosely mixed old and new with juxtapositions sometimes intentionally startling. The result was that one looked at things with more care.

In several rooms, Gabrielle covered the gilded walls with mirror glass from floor to ceiling, and then added Louis XIV furniture, combined with an underlying oriental theme. This took the form of numerous Coromandel folding screens, which became a signature element of Gabrielle's interiors, and which she first lived with in Arthur's apartment. In one of the salons, she had a huge Regency sofa covered in orange velvet and set in front of one of these enormous Chinese figured screens. On the side tables were lamps made of large crystal balls set one upon the other, with lampshades made of parchment. (These same elegant lamps are now in Gabrielle's apartment in the rue Cambon, as are a number of the Coromandel screens.) A small library, with natural, pale woodwork, had fine old carpets, with furniture and curtains, all in beige. This color may sound unappealing, but Gabrielle made it work with such success it was to become one of her trademarks.