Chanel saw this as great opportunity to become independent as she started making hats she had designed and selling them to the mistresses (IaroccI, 2013. P.45). Through the financial help of Arthur Capel she got her first millinery shop in Paris; however, this limited her to only selling millinery goods and not couture due to the location of the shop. In 1913, the Chanel shops in Deauville and Biarritz, which were couture shops offered for sale the Pret-a-porter sports clothes for women. These practical designs allowed the women to play sports.
The First Word War affected the European fashion industry greatly in 1914-1918, due to the mobilization of women and scarcity of materials. However, this did not stop Chanel as she created clothes from jersey and some of her designs were derived from military uniforms, as they were made prevalent by the war (Bott, 2007, P. 40). Where by 1915 the clothes that were made by Chanel were known across France. In 1917, the Harper Bazaar magazine indicated that the clothes from the House of Chanel were on every individual’s buyer list. This meant that the clothes had become famous and his territories expanding in relation to the sale of the clothes. In the same year, the Chanel Dress shop at 31 rue Cambon created a daywear dress and coat bands of simple designs, tulle-fabric dresses that were decorated with jet and black evening dresses trimmed with lace, as well as, a minor gemstone material.
By 1920, she created designed that she catered for women with taste and elegance in dress, with trousers and dresses and blouses and suits, as well as, jewellery. The designs created by Chanel replaced the over-designed, opulent and constrictive accessories and clothes that were found in the 19th-century fashion. In the 1920s, Chanel; made simple-line designs that were made popular by the flat-chested