A Blogger at Chanel Part Deux

Well, I did say there would be a part deux and here it is....

So I left off as we entered 31 rue Cambon where we were guided up the famous mirrored staircase to the fitting rooms where haute couture clients are treated to plush cream, black and white surroundings which was redecorated by Karl Lagerfeld a few years ago.  A client was actually present whilst us wide-eyed bloggers were there with our heads tilted up and exclamations of 'Wowww...this is sooooo coooool!'.  We wondered who was getting their bi-annual fix of Chanel couture and judging from the rising figures of haute couture clients, it seems that the issue of 'couture is dying' doesn't exist at the House of Chanel. 

We peeked into the wardrobes where we could see Chanel's AW07 couture pieces.  It actually seemed rather like a personal closet where somebody might pull out a £20,000 dress and say 'Oh what?  This old thing?'.  Perhaps that is how some people would treat their couture wardrobe.  I can't say that I'd personally be comfortable with being clothed in a big bulk of wealth but to try on one piece and to cherish that one piece would be something of an enlightening experience indeed.  So that was the daydreaming me talking whilst I was meandering around the fitting rooms, imagining and self-deluding.... I did look down at my AA leggings and Topshop skirt and feel a little belittled.  Onwards and upwards though - I'd imagine even if I did have the money to wear Chanel couture, that I'd still be clashing it with some charity shop finds.

We then further ascended into the highly anticpated portion of the trip; a guided tour around Coco Chanel's apartments.  Actually, the video footage I have put together is no where near as comprehensive or informative as the Coco-Mademoiselle website where you get a virtual tour of the apartments along with those museum guide-book-esque tidbits that are fascinating when compiling a picture of Coco as a person and what she was like. 

I did however really want to back my video with an Igor Stravinsky soundtrack because that was literally what was going through my head as I was walking through the apartment.  Igor Stravinsky was a close friend of Coco's and it was rumoured that they had a very brief affair.  I had a bitch of a time playing Stravinsky on the piano but it felt good to take it in whilst wandering through an apartment where she might have had Stravinsky's records on a gramophone. 

The rooms in the apartment are surprisingly small and made even smaller by the fact that Chanel adorned them with so many objects.  The Chinese wooden panels (which were originally room dividers) on the walls of the first reception room made a the room very intimate and enclosed.  There was a real mix/match, hotchpotch of things going on with big massive lounge chairs mingly with smaller more refined ones.   

Our guide spoke of Chanel's individuality and desire to stand out and certainly, the things she did with the apartment did buck the trends at the time.  It's also interesting to see the adorned interiors of the apartment in comparison to what she pushed for in fashion; unfussy, minimalist and simpler clothing.  This is an example of a dichotomy within Chanel's head that I guess is even harder to understand now.

The amount of symbolism, references and superstitious traits in the apartment are numerous and my head was reeling with the amount of information I was saturated with.  The chandelier is not just a chandelier; the hidden number 5's, number 2's, the double CC's in the metalwork of the chandelier.  Lions adorning the room because Chanel was a Leo.  The quilted beige sofa, referencing the 2.55 bags.  The black lacquer tables that Chanel requested is now seen in the black shiny packaging of Chanel's make-up.  Most fascinating of all, a precious miniature bird cage on the table was the inspiration for the 1992 Coco perfume ad where Vanessa Paradis is in a bird cage.

As I was being fed all of this information, despite the books I had read, the stories I had heard, I finally got some sort of a real grasp of who Coco Chanel was and again, I'll say something spooky and hokey but I really did feel her presence there in that apartment.  It may be because the apartment is so small but having it remain the way it is without any alterations does mean that it is absolutely saturated with Coco's spirit. 

We were then led to the mirrored staircase where on the floor above, Kaiser Karl and his team were busily working away on the SS08 collection to be shown in about two weeks time.  Very odd to know that so much goes on in that one building.  When one says 'House of Chanel', quite literally, it is a house.  We were positioned on different steps of the staircase as to see the full effect of the mirrored staircase which was built from scratch by Coco Chanel when she moved into the 31 rue Cambon premises.  The full effect being that if you sit at the top of the staircase, you can see what people are doing in all the differently angled mirrors which is exactly what Chanel did when shows were staged on that staircase - to see the reactions of various fashion editors.

(Check out mine and Adrian's simultaneous snap!)

I won't repeat the sentiments I expressed yesterday in part une but the visit to Coco's apartments did affirm for me the mystique behind a fashion house steeped in history which is what makes them all the more intriguing in this day and age where they still staunchly survive... no, thrive!  The reverance and respect that Chanel's staff have for the history of the house and Coco Chanel's persona is SO apparent.  The little anecdotes that all the staff can rattle off about Chanel's life, the explanations behind the clothing and accessories they are wearing (had no idea that the double chained belts came from Chanel's origins of a Catholic orphanage, except she replaced the hanging crosses with a double CC) - these facts and details resonate and are still ever so important.  So I don't envision Karl Lagerfeld suddenly showing a collection that bears zero references to Chanel's past.  I feel honoured that I got to peek into a house with that strong a conviction towards its history.      

Comments

[Natty]

I am sooo jealous Susie! I love Chanel and would die to have gone there. Thanks so much for sharing your experience with us. One cheeky question though - did you get any freebies??

Wow - seriously though Wow.

You are very luckly . . .I'd be lying if I didn't admit I was little jealous.

I'm wondering now in what your way Channel expeience has inspired you and how and if you will work into your very wonderful and unique "style bubble".

[WendyB]

I love the picture of you two taking pictures!

I'm so happy for you! Your blog has given me (and I'm sure a lot of other people) so much, and I'm really glad you got a reward for all that :)

[Amy]

Heh. I wonder if the staff ever feels like museum tour guides... Yeah, it's really nice that the House seems to be so unified by its history.
I bet you waltzed out of there feeling a *tiny* bit sad you have to go back to looking at pictures on a small computer screen!

[sunfox]

the marketing team at chanel are utter geniuses... G-e-n-i-u-s-e-s

what an amazing way to create a new slew of followers and devotees to the brand. inviting all of you bloggers over there for a private tour of the house and its history knowing that all the experiences will be lovingly chronicled in the pages of your respective blogs, in turn reaching all of your readers as well.

its so effin brilliant i can't stand it.
wow wow wow.

[WendyB]

Did you see the NY Times story? (site requires registration)

http://www.nytimes.com/2007/09/10/business/media/
10adnewsletter1.html?_r=4&8seia&emc=seia&oref=slogin&oref
=slogin&oref=slogin&oref=slogin

[Soleil Noir]

Even as a non Chanel fan (well, a non-fan of the current Chanel shaped by Kaiser Karl), that sounds like a fantastic and very enviable experience. It's so interesting to hear how aspects of Coco's life was integrated into her designs and vice versa! Anyways, lucky you and what a well-deserved treat!

[Iheartfashion]

Lucky you! What a fantastic (and well-deserved) opportunity.
And the fact that Chanel contacted so many of my favorite bloggers shows that someone there is a very saavy marketer. A genius idea.

[DJM]

What a wonderful experience that must have been, and as others have said, the most expert marketing ploy EVER. Not only do they get free advertising, they expose the brand to a whole host of new people who might otherwise be intimidated by the label. By having bloggers write about it in a non-journalistic and preachy way they make it seem more accessible. Total genius.

[buttonsandstars]

Wow, all of those things that you said about where Chanel got her inspiration from...it's amazing! Who would have thought?! I'm rather envious that you had such an experience! You deserve it though, Susie.

[shopdiary]

this is all so interesting, susie! thanks for sharing your experience. i've been busy lapping up all the info read via jean/notcot and adrian's blogs.

[rollergirl]

V clever of Chanel, it really is. I must say my few dealings with them have always been positive. They seem to be a very gracious company. Well done again Susie, great posts and I also liked the video!

[Grace]

Thanks for writing such a detailed post. The whole experience sounds wonderful. Congratulations on getting invited. -- Grace

[Drusilla]

I agree with DJM above- someone there is really clued in to the blogosphere, and good for them. And it's especially fitting for you because of the Style Bubble header :)
When I first read 'mirrored staircase', I got a bit worried, thinking the steps were the mirrors (this was before I saw the pic), and there'd be pant-flashing worries. But Coco was clever, she was.

[modaRhoda]

I totally agree with sunfox, it's just beautiful marketing. Your blog though, does well in sharing the experience with us. You've played a blinder Susie. Lovin' your work!

[Daniella]

You lucky lucky b*tch

;P

[Géraldine]

I felt her presence too.
Thanks for the video, I like it, and great music choice.

[heeeeyyy!]

SUSIE!

- you are so BRIBED!!!!!

what happened to you???
hoe could you become so BOUGHT?

[susie_bubble]

I was wondering when someone was going to say something like that 'Oh you sold out...'.

Well, not exactly - I was under NO obligation from Chanel to write about this. This wasn't a bribe. I WILLINGLY put that banner on your right for free. I WILLINGLY made that video. I was genuinely fascinated by what I saw and felt compelled to write about it.

In return I have gotten nothing material out of the trip save for some perfume and some body cream (answers your question Natty)...
What I did get was a unique experience which I really wanted to write about. I am sorry if that offends some people and if it has come across as a BOUGHT post... it just isn't the case though...

[heeey]

do you now how many journalist that are offered these kind of trips on a weekly basis? and they would or could NEVER go!! It would be destoying their _INTEGRITY_!!

I am so dissapointed Suise....:(

they are using you to promote their perfume website!!

they paid for YOU! your food, hotel, flight...gaawd. suise.

[minime]

they even TOLD you when you could post things??
they told you WHEN you could post things??? THEY TOLD YOU?

THEY GAVE YOU A BANNER?
YOU ADDED IT???
THEY ARE PROMOTING A NEW PERFUME WEBISTE BY FLYING YOU TO PARIS AND SHOWING YOU DRESSES AND THE RITZ??
AND LETTING YOU BRING YOUR CAMERA??

OH. MY. GOD! I thought you were brighter than this!

[rollergirl]

Oh please you guys, get over yourselves. We all get it. We know Chanel did this as a marketing ploy BUT noone had to take part. It's CHANEL!!! It's a win-win situation, Chanel gets its coverage, Susie has an amazing experience, and we get to read all about it. No-ones being duped.

[Grace]

It's standard practice for companies to show you their new products and then set an embargo date on the release of information. This way they make sure they allow all publications to preview their new product in different waves. They can't invite everyone on the same day. Then no one publication has an advantage over the other by being able to publish first. If you break the embargo to get ahead, then you won't be invited a second time.

[susie_bubble]

Ok, I'm a sell-out.... gosh, I just feel like I've committed the biggest crime there is.... honestly, I'm so racked with guilt, I feel like I'll have to banish myself away and ponder the consequences of my decisions.

Rollergirl: Thanks for the back-up....

[AmyR]

A fascinating article. Thank you for the time you put into it.

[fashion for fun]

A little late as ever.
Susie you go. Loved to read about your trip. Don't feel guilty, people at magazines also get stuff for free. You told us an entertaining story about YOUR trip to Paris. You told everybody Chanel paid. You did not hide this, so integrity intact. The people at Chanel knew how to deal with people and everybody won. Get the perks as they come. But never stop writing about them in your own bubbly way.

[Natty]

People are just jealous Susie. I for one found it a delight reading about this and I am glad you went - who wouldn't! Ignore those "bought" comments - the rest of us loved reading about this!

[Serenella12]

Susie, as a peron working in PR in the fragrance industry, I beg you- please DON'T let ignorant people spoil the fun and enjoyment you had during you Chanel trip.
I can tell you (and most af all Heeeyyyyy!)that beauty editors are invited to such "sponsorized" press trips and get free sampleas and gift ALL THE TIME...and they would very willingly come without feeling their integrity has been "sold out". Then, if they like the product, they would write about it- if not, they don't. Exactly like you did. So cheer up! :))

[cici]

I love chanel and this website has some gorgeous chanel stuff.

Chanelbagsandmore.com

[killermovie]

I have heard the advanced sales are going very well. This will be the second week in a row that there is a release that smaller children should be able to watch without their parents worrying. I wonder why they chose to be the week just before Indiana Jones. I suspect people will be willing to pay for both, because the reviews indicate the quality is excellent. This is great for movie fans.

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