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Thinking outside the (hat) box. For Chanel

When Chanel acquired the Parisian hat manufacturer Maison Michel, they wanted to rejuvenate the house while respecting its heritage. Maison Michel’s artistic director, Laetitia Crahay, challenged Base to create an iconic fashion brand that would stand out in the capital of fashion.

To create an iconic brand, simple decisions are key. We knew the hat box had to become Maison Michel’s core brand element.

Thierry Brunfaut, Creative Director & Partner

A system combining horizontal lines of text…perfect for hat boxes and ribbons.

Fumi Congan, Production Director

Initial images were shot by photographer Serge Leblon under the artistic direction of Maison Michel's artistic director, Laetitia Crahay.

Dimitri Jeurissen, Partner

Maison Michel's team discovered plenty of other ways to use the hat box (here, images from MM's Instagram account)...

Thierry Brunfaut, Creative Director & Partner

A happy Naomi!

Thierry Brunfaut, Creative Director & Partner