Fashion is made to become unfashionable.

For the next three years Coco Chanel lived with him in his chateau Royallieu near Compiègne an area known for its wooded equestrian paths and the hunting life. It was at this time that Gabrielle acquired the name "Coco" possibly based on two popular songs with which Coco Chanel became identified "Ko Ko Ri Ko" and "Qui qu'a vu Coco" or it was an allusion to the French word for kept woman cocotte. When the Vichy season ended Chanel returned to Moulins and her former haunt "La Rotonde".

These included many artists and craftspeople to whom Coco Chanel became a patron. Her signature scent Chanel No. Her design aesthetic was realized in jewelry handbags and fragrance.