02 Intro

09 Editor's Letter

12 Comments
Chanel's powerful influence revealed through comments from the press and influencers.

14 Quintessence
Gabrielle Chanel and Karl Lagerfeld Define Fashion and Luxury

24 At The Grand Palais
The Grand Palais, which has projected the image of Paris, the fashion capital, onto Chanel as the stage for its collections.

26 Opinions
Chanel Image Director Eric Freunder

30 Runway
The 2019 Spring/Summer Ready-to-Wear Collection, Embracing Chanel's Worldview

36 People
Chanel's global ambassador Caroline de Maigret and sound designer Michel Gobert

40 After the Show
Actress and model Lily Taieb and model Soo Joo, who is currently working as a Chanel brand ambassador, talk about Chanel.


48 People
YG Entertainment Creative Director Ji Eun and The Webster Founder Roch Hériard Dubreuil

52 Publications
A publication that sublimates Chanel's heritage and worldview through the art of editing.

58 At her Apartment
The Cambon apartment, where the circular object that gave birth to all the motifs of Chanel collections is preserved

62 Opinions
Creative Consultant Amanda Halletts

66 Personal Style
Five users talk about the freedom and joy of styling with Chanel.

70 Talks
Chanel as seen by Justin Picardy, editor-in-chief of Harper's Bazaar UK, and Shin Kwang-ho, editor-in-chief of Vogue Korea.

82 At Place Vendo?me
A watch and fine jewelry boutique and workshop located on Place Vendôme in Paris.

86 Grasse
The Grasse Pegoma farm, which upholds the tradition of Chanel perfumes, and Olivier Polge, Chanel's fourth-generation perfumer.

94 Opinion
Lucia Pica, Chanel Global Creative Makeup and Color Designer

98 At the Boutique & Spa
Chanel Beauty's Le Marais Beauté store, which showcases the brand narrative, and Chanel's Le Marais Beauté store, which encapsulates the values ​​of Chanel skincare.
O'Ritz Paris Spa

102 Creation
Chanel's classic items are constantly being varied and reinterpreted.

116 Craftsmanship
Four ateliers carrying on the tradition and legacy of Chanel style.

136 Brand Story
The life of Gabrielle Chanel, who created her own fashion empire, and the brand's influence that transcended the centuries.

144 Interviews
Virginie Viard, Chanel Creative Studio Director, and Bruno Pavlovsky, Chanel Fashion President

150 Archive
A collection of notable themes from the past two years


156 Communications
The value of brand traditions delivered in a new way using new media that keeps pace with the times.

158 Monsieur
A male icon who has broadened the reach of Chanel, a women's fashion brand.

162 References

165 Outro

Magazine <B> is an ad-free monthly magazine that introduces one well-balanced brand from around the world each month, discovered from JOH's perspective.
A serious yet readable magazine for everyone interested in brands, from brand executives contemplating new business ventures to those seeking to develop a sense of branding.


This is the seventy-third magazine, B.

“Why don’t you cover fashion brands?” This is a question I often get asked by readers and acquaintances until a few years ago.
Although I launched the magazine B and have been introducing various brands that deal with bags, shoes, and sunglasses, it is only relatively recently that I started exploring brands that are a little more faithful to the classic definition of fashion.
This is especially true for brands that are at the center of the fashion industry, suggesting and leading fashion trends, or what is commonly referred to as “high fashion” brands.
By introducing Maison Margiela and Acne Studios, we were able to get a little closer to that field, and by introducing Chanel, a brand that encompasses not only fashion but also beauty and fine jewelry, in this issue, I think the magazine <B> was able to examine not only the archetype of a fashion brand and its evolution, but also its all-round influence on the luxury industry.


In an era where small, well-defined "niche" brands, fashion labels operating as studios, collectives, and labs, are capturing young consumers, what significance does it have to examine Chanel, a fashion empire unto itself? Interestingly, Chanel itself was founded and developed in the early 20th century by founder Gabrielle Chanel, who broke taboos and conventions.
As a female designer, rather than a male, she designed for herself rather than a specific muse, and she introduced the concept of modernism into the fashion of the time, which was characterized by corsets and ornate decoration.
He also used many things around him that inspired him as symbols, and the 'double C' logo with the two backs to back is one of them.
The use of the numbers 5 and 2.55 in the names of the perfume and handbag, respectively, was also a sensibility ahead of its time.


Gabrielle Chanel was thus an experimenter, a revolutionary, and a romantic.
The romanticism we are talking about here means love that goes beyond the love between lovers.
He knew how to look at various objects in his life with affectionate eyes, and he constantly drew energy from childhood memories, cities he visited on his travels, and new people he met, and he incorporated this energy into the subjects of his creations.
It is no exaggeration to say that the brand Chanel is a world of symbols and signs left behind by Gabrielle Chanel, including tweed, pearls, camellias, quilting patterns, and lions, and is currently being interpreted in an enterprising way by Karl Lagerfeld, the head of Chanel fashion.
Even though it pursues high-end fashion, it is possible to feel an optimistic energy rather than the cynicism characteristic of elitism, perhaps because it carries on the spirit of Gabrielle Chanel, who perfected her subjective attitude toward life through fashion.


It is also impressive that the focus was on workshops rooted in cities in France and Europe as a key axis that will lead the future fashion business.
Chanel acquired 26 workshops dealing with buttons, feathers, embroidery, metalwork, and hats in several stages, creating a union of workshops called "Paraféxion."
This workshop alliance not only serves as a creative resource for Chanel, but also allows other luxury fashion houses to share the skills of the workshop artisans.
Additionally, to ensure their own competitiveness, some workshops have their own boutiques and deal directly with customers.
This passage shows that Chanel has been a pioneer in exploring the path that fashion brands should take in the future, both 100 years ago and now.
They know better than anyone that nurturing the ecosystem they belong to will lead to the prosperity of their brand.
It makes me wonder if the small, innovative brands we admire are overlooking the very foundations these brands are growing under.


Editor-in-Chief Park Eun-seong