Today’s brand culture is proliferated on a global scale, and it drives more and more people around the world to spend large amounts of money on designer goods. This has been a boon for existing fashion hubs like London, Paris, Milan and New York, but has also fundamentally altered the landscape of destinations like Capri and Courchevel, where the tourist trinkets have long made way for limited-edition handbags and thousand-dollar shoes. At the consumer apex is Chanel, with its coveted double-C. Wearing Chanel is a cultural language understood from Lagos to Berlin. This is in no small part thanks to the restless imagination and culturally omnivorous tendencies of Karl Lagerfeld, who was appointed design director in 1983 and has become as closely associated with the brand as Mademoiselle herself. Not only has Lagerfeld drawn inspiration from every corner of the globe, he intuitively understands his cultish audience’s desire not just for Chanel catwalk looks but an entire Chanel lifestyle, producing everything from upscale branded beachwear to monochrome snowboards. The Chanel headquarters on narrow little rue Cambon in Paris has become a Lourdes of purchaser devotion – with countless side-chapels from Seoul to São Paulo, London to Los Angeles, Barcelona to Beijing.