In 1924, Gabrielle Chanel created her first lipstick, which she considered a “symbol of elegance”. Her avant-garde approach envisioned a global allure, creating a style that did not compartmentalise women’s bodies but revealed an attitude and a state of mind where colour spoke, initiating a real dialogue between makeup and garment.
A century later, 31 LE ROUGE reaffirms the quintessence of this creative spirit according to CHANEL.
Inspired by the mirrors of the legendary rue Cambon staircase, a facetted square case houses 31 LE ROUGE, the most irresistible number in the history of lipstick at the House. This sophisticated object, with a 2-figure name, combines function with technical and creative brilliance, as well as absolutely singular design and fluid style. Transparent glass and the metallic gleam of the refillable bullet convey the intimate gesture and aesthetics of using it.
Revealed in 2023 with a palette of twelve shades in a satin finish, the 31 LE ROUGE collection has expanded to include twelve new matte and luminous shades. The twelve new creations are directly inspired by an exceptional colour heritage, from Mademoiselle’s sophisticated apartment to the couture ateliers, via the effervescent ambiance of the 31 rue Cambon boutique.
For this new palette, the signature 31 LE ROUGE bullet dons an elegant woven fabric motif upon which the letters of CHANEL are embossed. With its couture look and wardrobe of timeless colours, 31 LE ROUGE offers an incredible visual discovery and a tactile aspect: one adores how it feels on the lips, and how it handles in the fingertips. A hydrating and comfortable formula, enriched with oil from the gardenia, a white flower cultivated by CHANEL, elevates the lips day after day: they are plumper, smoother and firmer. An incredible concentrate encompassing every area of House expertise, 31 LE ROUGE unites light with a matte finish in a game of contrasts presenting a captivating balance in the lips. Rather than reflecting light, 31 LE ROUGE absorbs it for a direct and powerful result. Colour is mastered and expressed in its purest form.
The birthplace of creation for CHANEL, the legendary address inspired the twelve new velvet shades of 31 LE ROUGE. Valentina Li, a member of the Cometes Collective, moves from one floor to another, weaving a theme between the precious past, the captivating present and a promising future.
On the ground floor, swirling silhouettes shimmer. The notes of a jasmine fragrance warm the atmosphere. It gave its name to Rouge N°5. The clink of a costume bracelet reverberates with casual style in Rouge Accessoire. An iconic tweed design with an infinite blend of colourful threads is displayed: Rouge Tweed pays tribute. Up the staircase lined with facetted mirrors lies Mademoiselle Chanel’s apartment, where screens, lacquered pieces and creamy sofas harmonise with mystical bronze statues, reflecting Rouge Intimiste.
The walls define the shape of this space of legendary encounters with fashion, seen in Rouge Rencontre. On the third floor lie the workshops. Jersey fabrics unfurl, and seamstresses bustle about surrounded by bobbins, pin-cushions and other tools indispensable to the creation of couture that inspired Rouge Couturière.
Each shade of 31 LE ROUGE required several dozen tests to achieve an excellent and uncompromising result, in the shape of vibrant colour with intensity as inimitable as it is unforgettable.