CHANELisation

This ambiguous masterpiece was recently caught by my camera in the Metropolitan Museum of Art in New York City. The object is fairly usual: a black greasy chainsaw. The trick is that it is branded with CHANEL logo. Well, such an oxymoron, indeed: a mix of high fashion and manual labour. The 'chefs d'oeuvre' was created by the New York born artist Tom Sachs who, among his other creations, also has Prada Toilet (1997) and CHANEL Guillotine (1998). 

Tom Sachs (American, b. 1966)
CHANEL CHAINSAW (1996): Cardboard and thermal adhesive

Fascinated with the intersections of money, power, and violence, Sachs explores the desire and exclusion inherent in a capitalist society's worship of the commodity. Here, he uses actual shopping bags from the French luxury brand Chanel to fashion a credible tool of labor - or of violent mayhem.

-  Annotation, Metropolitan Museum of Art

I am not going to judge the depth of this creative niche, but rather to focus on the branding fact itself. Putting art aside, I really caught myself on the thought that it is quite common for CHANEL to stamp their logo on the uncommon goods. And yes, obviously, the term 'uncommon goods' goes far beyond the general line-up of accessories, jewelry and perfumes. It covers croquet sets, polo helmets, golf clubs, ski masks, hand flippers (!), scooters... just to name a few. 
Have a TESSful look at what CHANEL proudly brings to this fashion world (on top of 2.55 bag:) :

CHANEL Aluminium hand-assembled bicycle with qualified calfskin seat and three bags -  including a make-up case with a signature logo

CHANEL Carbon Snowboard with inlaid genuine 4-leaf-clover; each board is unique

CHANEL Inflatable raft holds up to three people

CHANEL Rosewood, fiberglass and aluminium parabolic skis with CHANEL signature.  Fit for any level of skier, including advanced skiers

CHANEL Monochrome carbon fiber surfboard delivered with a CHANEL signature cover

CHANEL Two carbon beach rackets with CHANEL signature

CHANEL (1) Hand-painted Australian wood boomerang; (2) - 2.2 Ibs metal hand weights with quilted calfskin cover

CHANEL Grained rubber rugby ball with CHANEL signature

CHANEL Handmade, carbon-and-rosewood fishing rod and reel with CHANEL signature  flies delivered in a quilted calfskin case. Limited edition and numbered

CHANEL Ergonomic acoustic guitar with Spruce, marquetry inlay delivered with a quilted calfskin case

So, HOW FAR, you think, a fashion BRAND CAN GO in terms of brand line extension?

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