The Other Chanel(le): British twentieth century fashion retailing and Chanelle

This article examines the interconnected story of two twentieth-century British fashion businesswomen - Rachel Hailey-Gardiner and Enid Chanelle- and the fashion retail business they ran, Chanelle. It primarily focuses on the expansion of the business under Enid’s leadership between 1955-70, a time when there were few female executives in fashion. It questions how Enid harnessed her looks and fashion sense to promote Chanelle and overall demonstrates that a highly ‘feminine’ approach to business helped ensure the success of Chanelle.