The Global Significance of Coco Before Chanel
With direction by Anne Fontaine and largely based upon the book by Edmonde Charles-Roux, “Coco Before Chanel” shows is a glimpse into the life of Gabrielle "Coco" Chanel. This film has set a timeline which is just that, before she founded the iconic fashion empire. This film firmly dwells on Gabrielle as a person, and her romantic dalliances with two men who played significant roles in her life, weather it was in support of her daily sustenance, or inspiring and providing fuel for her desire to make a name for herself.
As Coco Chanel, Audrey Tautou, exemplifies that level of elegance, vulnerability and rebellious streak to do things differently. Her petite-ness and somewhat boyish cut figure, suited the role really well as the initial designs by Coco were those inspired by menswear, though you only get glimpses of her design genius from short montages scattered throughout the film, and from some scenes which show her working at a tailor shop, but other than that you will gain very little from this bio-pic other than the messy love life that she got herself into, first with benefactor of sorts Etienne, who treated her nothing more than an object to bed in exchange for lodging, then Alessandro Nivola's who played, Arthur "Boy" Capel, a businessman which she falls head over heels for.
Coco “before” Chanel, released in 2009 to French cinemas, and created by a female, French, director is a prime example of traditional French cinema and the “guidelines” French directors have to follow to receive subsidies for productions. In the later 1980’s, the French government placed into effect tax incentives for films that have higher production budgets. A delicate balance of both English and French language is proposed through a flexible point system; however, “The use of French is technically encouraged with a 25 percent bonus.” (Danan, M. (2000).
“The 1930’s are often cited as the Golden Age of French cinema.” World War I injured the film industry in France and Hollywood followed behind to dominate the film market. Even though American Hollywood had taken over the market, the French still maintained their importance with cinematic tradition. In 1997, out of the top 100 films thought out the world, 88 of them were American created and 7 of them where joint ventures but still had a significant amount of participation from America. Many individuals believe that free trade should be adopted into European cinema, but it’s said that it would create an end for European culture. However, French cinema has never been “pure”, and many find it absurd for government officials to try and connect cultural to nationality.
French government states that its economic policy for cinema trade, which currently American films is 40 percent television screening and 60 percent within theaters, is essentially securing the French film industry to remain competitive and to help further finance strong culture policy. However, the revenue from taxes on domestic ticket sales along with taxes pointed at television companies’ earnings, feed into the support fund for subsidies for these mainstream French movies. The French government continues to have a leading hand within the cinematographic production, they now have a hand in mediating the assurance that aims for economic and cultural standards are met. (Danan, M. (2000).
The General Agreement on Tariffs and Trade (Gatt) have left cinema out of its agreements but it continues the be raised into question. Talks of new GATT negations, being brought back up in 2013, is needed and France has warned that they wouldn’t start negotiations unless it was confirmed that cultural industries are excluded, seeing as how Europe is in a weaker state than the negotiations last in 1993.
The hopeless love story within the film was by far the more relatable aspect of this film. The film steadily showed the connections lost, such as that from Etienne, to the connections gained like “boy” and Coco’s aspiring love. The film was that of a romantic roller-coaster, even portraying the tragic loss of “boy”, where spectators could relate and grasp the motivation for the Chanel empire. Although the film was insightful to her “before” fame life, it lacked the connection of what gave Coco her inspiration for her iconic success. The film could have further focused on the orphanage days with the nun’s as her guardians, perhaps illustrating that her inspiration was formed from the female superiors in chic black and white garments.
While Anne Fontaine nailed the look of the film, the feel somehow was found to be lacking, apart from the romantic angle, nothing else really rang through until the last act, which was a very hastily down finale to show the tremendous progress Coco had undergone once she had closed her heart, where she had broken through a society and introduced radical changes to an industry, from hats to influencing a lot more in the fashion world.
Spectators should not approach this film with an expectation that you would learn something of the beginnings of Chanel the brand and how it became the icon of today. In fact, it's more about the love and early life of its founder. Who without her accomplishment and the name backing her, could have turned out to be nothing more than a generic, average, and perhaps even strange romantic picture. Furthermore, in relation to the on-going struggle with French cinema and struggle we can relate back to Claude Berri's response to Steven Spielberg and Martin Scorsese, after American media utilizing their statements toward film quotas, "Dear friends, do not let those who invest in your films take advantage of you. We are not protectionists. Freedom of expression is as important to us as it is to you. We are simply demanding one sole right: to exist and thus to be able to continue to communicate with you."
Work Cited
Danan, M. (2000). French cinema in the era of media capitalism. Media, Culture & Society, 22(3), 355-364.











