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An exhibition of stories behind the luxury brand Chanel has opened at the National Art Museum of China. Chanel has an army of cool customers in Beijing, and the exhibition is drawing crowds of the capital’s hip fashionistas.

We can all recognize the famous "double C".

But few know the iconic logo originated from the stained glass windows of the abbey that founder Gabrielle Chanel lived in during her childhood.

Some outfits still contain echoes of the simplicity of monastic smocks... while hints of the old abbey’s pebble pavement can be seen in much of Chanel’s classic jewelry.

The exhibition tells the stories behind many timeless designs that have captivated the world for decades.

The show is called "A dialogue between the fashion avant-guard and great art masters". It recounts famous encounters between Mademoiselle Chanel and many influential artists, like Pablo Picasso, Igor Stravinsky and Salvador Dali. It’s these famous meetings that have served as the main sources of inspiration for some of Chanel’s most famous works.

The curator hopes the exhibition will not simply be a product promotion for the legions of high-end luxury consumers in China.

Jean-Louis Froment, exhibition curator, said, “We want to tell visitors that Chanel is more than a brand, it’s a culture. The relationship between the creations and art is the essence of the brand. We hope people in China who know the brand can acknowledge the brand’s history.”

The exhibition attracted celebrities and fashion lovers from across the city, during its preview on Friday. For Beijing’s fashion fans, unveiling the magic behind the double C is an event not to be missed.

A visitor said, "I missed the show in Shanghai, but I’ll catch it here in Beijing. Time has given the brand meanings that cannot be formed overnight. The inventor of the brand started by making hats, and then grew to produce ready-to-wear and houte couture. It’s very satisfying to us fashion fans. "

From the legendary No.5 perfume first launched in 1921, to the little black dress encapsulating the meaning of elegance and even the black-braided tweed suit that took the world by storm with its suppleness -- the exhibition captures Chanel’s principles of "Less is More" and "Modernity exists in subtraction".

The exhibition officially opened on Saturday and ends on December the 13th.

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