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Welcome to the new Emporium

Emporium, reimagined

Our new online boutique brings together the world's leading fashion houses, beauty and fine jewellery – with effortless browsing, curated edits and the same personal service you know from our stores in Baku.

Prefer the previous version? Visit our classic website

Coco Chanel: 5 Timeless Style Principles

Coco Chanel: 5 Timeless Style Principles

Coco Chanel brought an entirely new approach to women's clothing, uniting comfort and elegance. Instead of traditional corsets and heavy garments, she favoured looser silhouettes, drew on the men's wardrobe and introduced materials such as tweed and jersey to womenswear in a new way. In her view, good clothes should not only look beautiful but also suit the rhythm of everyday life.

1. Find an accessory that sets you apart

Coco Chanel saw accessories as more than just finishing touches — they were an important part of personal style. Pearl necklaces, statement earrings, hair accessories and belts became distinctive elements of her signature look. The key is to find a detail that reflects your own style. Sometimes, the right accessory is all it takes to make even a simple outfit memorable.

1. Find an accessory that sets you apart
1. Find an accessory that sets you apart

2. Don't be afraid to stand out

Coco Chanel chose not to simply follow the established rules of fashion, but to challenge and redefine them. For her time, introducing trousers, more relaxed silhouettes and details inspired by menswear into the female wardrobe was a bold move. Many choices that seem completely ordinary today were considered unconventional back then. Chanel's approach shows that you don't need to wait for others' approval to set a trend.

2. Don't be afraid to stand out
2. Don't be afraid to stand out

3. You don't need a special occasion to look elegant

For Chanel, elegance was not reserved for special events. She believed in looking polished and well put together even in everyday life. In her view, getting dressed was less about impressing others and more about showing respect for yourself. That's why the thought of being "too dressed up" shouldn't stop you from expressing your personal style.

3. You don't need a special occasion to look elegant
3. You don't need a special occasion to look elegant

4. Don't be afraid to experiment with your style

Chanel's success was built not only on her classic taste, but also on her willingness to try something new. She used materials such as cotton, jersey and tweed to introduce a fresh approach to women's fashion. Combining different fabrics, silhouettes and details became one of the defining features of her style. Sometimes, all it takes to create a different look is trying a new combination.

4. Don't be afraid to experiment with your style
4. Don't be afraid to experiment with your style

5. When in doubt, choose a classic set

One of Coco Chanel's most influential style ideas was the two-piece set that combined comfort with elegance. In particular, the tweed jacket-and-skirt ensemble later became a symbol of the Chanel aesthetic. Such sets save time and make it easier to create a polished look. Chanel's principle remains relevant here too: practicality and elegance can perfectly coexist.

5. When in doubt, choose a classic set
5. When in doubt, choose a classic set