chapter 10 Understand Profit; Strive for Independence learning from Coco Chanel Gabrielle Bonheur "Coco" Chanel (1883­1971) maintained that fashion ought to be comfortable and chic. She espoused this guiding principle at a time when the notion was totally alien to the fashion world. Accordingly, in 1916 she made the first ever proper clothes out of jersey, a material that had previously been deemed good enough only for men's underwear. In