Revisiting Coco Chanel’s Apartment

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Coco Chanel’s hat shop first opened its doors at 21 rue Cambon in Paris. After finding success—and with it, the need to expand—the legendary designer moved operations down the street, to the now-iconic 31 locale in 1918. Purchasing the entire building, this is where Mademoiselle Chanel housed the new boutique, a presentation space for her collections, and her apartment, which has remained untouched today. Of course, calling it an apartment is a bit misleading as it is not a living space—there’s no bedroom because she preferred the Ritz—but rather a parlor for entertainment. Over the past decades, this deeply-personal abode has captured the interests of countless, so it comes to no surprise that to commemorate its latest timepiece today, the Code Coco, the house has returns to this historic place with an added modern twist.

Seen here, the new images for the Code Coco show off the intricately decorated interior, including details like the eponym’s antique lacquered Chinese screens, a sculpture of a hand by Alberto Giacometti, her many cigarette boxes (likely gifted by the Duke of Westminster), and, of course, the iconic mirrored spiral staircase that connects the apartment space to the presentation space.

But because the photography is in black and white, the opulent nature of the décor is toned down, making the storied apartment more modern, and more inviting. Focus is also shifted to the intimate portraits of the subjects featured. There are the faces you would expect to see like models Stella Tennant and Alice Dellal, but there are also those you won’t know—a group of women behind the scenes of Chanel, who are no less integral to its creative legacy.

Those like the house’s fashion studio director Virginie Viard also star in the series, joined by Kim Young-Seong, the fashion studio artistic director of textiles and ready-to-wear; Agnes Liely, the merchandising creation and development manager for Chanel Mode; and Lucia Pica, the global creative designer for makeup and color. Rounding out the group are actress Anna Mouglalis, actress/singer Alma Jodorowsky, and filmmaker Deniz Gamze Ergüven.

Ultimately, it’s these pictures that make the biggest case for the new watch, which features design details like the clasp and quilted band pulled directly from the 2.55 handbag, presenting the luxury item—and the brand itself—in a far more private setting today than ever before.

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