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Myternas Chanel

Sic, Karolina LU (2019) MODK63 20191
Division of Fashion Studies
Abstract
The aim of this bachelor thesis is to analyze advertising pictures from the high end brand Chanel in
order to find myths surrounding their products. The images are chosen from when Karl Lagerfeld and
Coco Chanel were creative directors, in order to find how the myths about Coco Chanel have been
communicated over time and have helped the fashion house Chanel become successful within the
industry. The thesis focuses on analyzing three famous Chanel products; the little black dress, the no.
5 perfume, and the classical Chanel tweed suit. These three products were created in the beginning
of the 20th century by the founder Coco Chanel and are popular to this day.
By conducting a qualitative content analysis of literature regarding Coco... (More)
The aim of this bachelor thesis is to analyze advertising pictures from the high end brand Chanel in
order to find myths surrounding their products. The images are chosen from when Karl Lagerfeld and
Coco Chanel were creative directors, in order to find how the myths about Coco Chanel have been
communicated over time and have helped the fashion house Chanel become successful within the
industry. The thesis focuses on analyzing three famous Chanel products; the little black dress, the no.
5 perfume, and the classical Chanel tweed suit. These three products were created in the beginning
of the 20th century by the founder Coco Chanel and are popular to this day.
By conducting a qualitative content analysis of literature regarding Coco Chanel’s life, collections
and myths surrounding her and her famous products, the question how the fashion house Chanel was
established in modern fashion is answered. It is also done by analyzing six different fashion
photographies that consists of the three famous products. With the help of Roland Barthes semiotic
model, it answerers the question how the myths about Chanel was communicated during Coco Chanel
respectively under Karl Lagerfeld time as creative director. The thesisisfurther analyzing if the myths
helped Coco Chanel to establish the house and if the same myths helped Karl Lagerfeld advertising
Chanel products. The result is that the myths surrounding the little black dress, the no. 5 perfume and
the Chanel tweed suit is found and in live in the advertising pictures of Chanel’s house.
This study can help further research on other myths that are part of the fashion houses marketing
since there are several myths around Coco Chanel and not just about these three products (Less)
Please use this url to cite or link to this publication:
author
Sic, Karolina LU
supervisor
organization
course
MODK63 20191
year
type
M2 - Bachelor Degree
subject
keywords
Myth, Little black dress, Perfume No5, Chanel costume
language
Swedish
id
8998531
date added to LUP
2023-06-22 09:32:08
date last changed
2023-06-22 09:32:08
@misc{8998531,
  abstract     = {{The aim of this bachelor thesis is to analyze advertising pictures from the high end brand Chanel in
order to find myths surrounding their products. The images are chosen from when Karl Lagerfeld and
Coco Chanel were creative directors, in order to find how the myths about Coco Chanel have been
communicated over time and have helped the fashion house Chanel become successful within the
industry. The thesis focuses on analyzing three famous Chanel products; the little black dress, the no.
5 perfume, and the classical Chanel tweed suit. These three products were created in the beginning
of the 20th century by the founder Coco Chanel and are popular to this day.
By conducting a qualitative content analysis of literature regarding Coco Chanel’s life, collections
and myths surrounding her and her famous products, the question how the fashion house Chanel was
established in modern fashion is answered. It is also done by analyzing six different fashion
photographies that consists of the three famous products. With the help of Roland Barthes semiotic
model, it answerers the question how the myths about Chanel was communicated during Coco Chanel
respectively under Karl Lagerfeld time as creative director. The thesisisfurther analyzing if the myths
helped Coco Chanel to establish the house and if the same myths helped Karl Lagerfeld advertising
Chanel products. The result is that the myths surrounding the little black dress, the no. 5 perfume and
the Chanel tweed suit is found and in live in the advertising pictures of Chanel’s house.
This study can help further research on other myths that are part of the fashion houses marketing
since there are several myths around Coco Chanel and not just about these three products}},
  author       = {{Sic, Karolina}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Myternas Chanel}},
  year         = {{2019}},
}