Chanel is one of today’s best known and most highly sought-after fashion brands, and has been one practically since it was founded by Coco (Gabrielle) Chanel in 1909. Her big break hit when she opened a small shop in Paris in 1910 where she sold her hats. And by 1913, after asserting disdain for resort wear, she launched sportswear: Her take was simpler—flannel blazers, jersey sweaters, and women in trousers, all of which were decidedly against twentieth-century culture memes. Chanel was trendsetting before there were trends. Her post–World War I look gained attention, as she brought on modernism in fashion through beaded dresses in the twenties, the infamous little black dress, as well as a two- or thee-piece suit, which is still a signature Chanel look. By 1921 she introduced Chanel No. 5, and was once quoted as saying "A woman who doesn't wear perfume has no future." No. 5 went on to become one of the best-selling fragrances of all time.