CHANEL
2001 : Kate Moss is the face of the new Coco Mademoiselle fragrance. Chanel Fine Jewelry taps graphic artist Jean-Paul Goude to design its Five Elements collection. The house acquires a stake in watchmaker Bell & Ross.
With an edge of subversion as his perennial leitmotif, Lagerfeld reinvented and revivified one of the most important and historic brands in the world. And he has brought this same fearlessness into less heady markets, designing wildly successful capsule collections for H&M and Macy's. When asked why he would lower himself-from designing $3,000 shorts for Chanel to entire dresses for a sliver of the price-he answered in typical fashion: "Because it amuses me."less