How a brand like Chanel uses IP to establish and influence an audience

Chanel is a maison synonymous with luxury and recognised globally, defined by timeless black and white chic and its 'ultimate luxury' identity. Founded in Paris in 1910 by fashion pioneer Gabrielle ‘Coco’ Chanel, today it remains a powerhouse brand, now headquartered in London. Many of the elements introduced under Coco have endured, firmly establishing the brand’s identity. In fact, these hallmarks are continually drawn upon, reinvigorated and reimagined, including under current creative director Matthieu Blazy, whose first collection for the maison for SS26 was an instant sell-out.