In 1918, Chanel purchased the building at 31 rue Cambon, in one of the most fashionable districts of Paris. In 1921, she opened an early incarnation of a fashion
boutique, featuring clothing, hats, and accessories, later expanded to offer jewellery and fragrances. By 1927, Chanel owned five properties on the rue Cambon, buildings numbered 23 to 31. In the spring of 1920, Chanel was introduced to the Russian composer
Igor Stravinsky by
Sergei Diaghilev, impresario of the
Ballets Russes. During the summer, Chanel discovered that the Stravinsky family sought a place to live, having left the Russian Soviet Republic after the war. She invited them to her new home,
Bel Respiro, in the Paris suburb of
Garches, until they could find a suitable residence. Chanel also guaranteed the new (1920) Ballets Russes production of Stravinsky's
Le Sacre du Printemps ('The Rite of Spring') against financial loss with an anonymous gift to Diaghilev, said to be 300,000 francs. In 1924, Chanel made an agreement with the Wertheimer brothers, Pierre and Paul, directors since 1917 of the eminent perfume and cosmetics house
Bourjois. They created a corporate entity,
Parfums Chanel, and the Wertheimers agreed to provide full financing for the production, marketing, and distribution of Chanel No. 5. The Wertheimers would receive seventy per cent of the profits, and Théophile Bader twenty per cent. For ten per cent of the stock, Chanel licensed her name to
Parfums Chanel and withdrew from involvement in business operations. The writer
Colette, who moved in the same social circles as Chanel, provided a whimsical description of Chanel at work in her atelier, which appeared in
Prisons et Paradis (1932):If every human face bears a resemblance to some animal, then Mademoiselle Chanel is a small black bull. That tuft of curly black hair, the attribute of bull-calves, falls over her brow all the way to the
eyelids and dances with every maneuver of her head. When asked why she did not marry the Duke of Westminster, she is supposed to have said: "There have been several Duchesses of Westminster. There is only one Chanel." During Chanel's affair with the Duke of Westminster in the 1930s, her style began to reflect her personal emotions. Her inability to reinvent the little black dress was a sign of such reality. She began to design a "less is more" aesthetic.
Designing for film In 1931, while in
Monte Carlo Chanel became acquainted with
Samuel Goldwyn. She was introduced through a mutual friend, the
Grand Duke Dmitri Pavlovich, cousin to the last tsar of Russia,
Nicholas II. Goldwyn offered Chanel a tantalising proposition. For the sum of a million dollars (approximately US$75 million today), he would bring her to Hollywood twice a year to design costumes for his stars. Chanel accepted the offer. Accompanying her on her first trip to Hollywood was her friend, Misia Sert. En route to California from New York, travelling in a white train carriage luxuriously outfitted for her use, Chanel was interviewed by ''
Collier's'' magazine in 1932. She said that she had agreed to go to Hollywood to "see what the pictures have to offer me and what I have to offer the pictures". Her experience with American film making left Chanel with a dislike for Hollywood's film business and a distaste for the film world's culture, which she called "infantile". Chanel went on to design the costumes for several French films, including
Jean Renoir's 1939 film
La Règle du jeu, in which she was credited as
La Maison Chanel. Chanel introduced the left-wing Renoir to
Luchino Visconti, aware that the shy Italian hoped to work in film. Renoir was favourably impressed by Visconti and brought him in to work on his next film project. ==World War II==