1921: The New Woman Chanel Ad

The 1921 Chanel No. 5 advertisement by French cartoonist Sem marks a moment in the evolution of graphic design in the realm of luxury branding. This advertisement is a visual example of the shifting design patterns of the early 20th century.  By incorporating minimalist design principles, this advertisement reinforced that luxury did not need to be excessive or complicated. The choice of a simple, elegant illustration with minimal typography aligned with the emerging idea that high-class products could be defined by refined taste. The absence of elaborate typography and ornate borders was a departure from traditional advertising that used dense, decorative elements, signaling Chanel's desire to set No. 5 apart from mass-market products.

Unlike the curvy, hand-lettered scripts used by many of her competitors, Chanel’s minimalist approach in her marketing reflected a broader cultural shift towards functional typography. This was influence by the Bauhaus school and its principles of clarity, legibility, and utility. The restrained typographic choices in Chanel's advertising laid the foundation for future branding strategies in the realm of luxury goods. This typographic shift became the standard for high-end brands in the 20th century. The use of bold, simple typography and a focus on the product itself marked a change from maximalist advertisements to a more refined, conceptual approach.

https://thelastfashionbible.com/2021/12/14/chanel-no-5-100-years-of-iconic-imagery/