"Chanel" by Axel Madsen explores the life and legacy of Coco Chanel, the iconic fashion designer who revolutionized women’s fashion in the early 20th century. The book delves into Chanel's humble beginnings, her innovative designs that emphasized simplicity and elegance over opulence, and her role in liberating women from the constraints of corseted fashion. Madsen examines not only Chanel's groundbreaking contributions to style—such as the Little Black Dress and the Chanel No. 5 perfume—but also her complex personality, controversial relationships, and the impact of her brand on the fashion industry and society at large. Through a blend of biography and fashion history, the narrative highlights Chanel's enduring influence and the myths surrounding her life.

In Chapter 1 of "Chanel" by Axel Madsen, the theme of ambition and the pursuit of success is introduced, particularly through Gabrielle "Coco" Chanel's early struggles and aspirations. This theme resonates throughout several subsequent chapters, particularly in Chapter 3, which details Chanel's rise in the fashion world and her relentless drive to redefine women's clothing; and Chapter 5, where her innovative spirit and refusal to conform to societal norms further illustrate her ambitious nature. Additionally, Chapter 7 delves into her strategic business acumen and determination to build a fashion empire, reinforcing the overarching theme of ambition.

In Axel Madsen's biography "Chanel," Chapter 3, titled "The House of Chanel," explores Gabrielle ‘Coco’ Chanel’s revolutionary impact on women’s fashion, firmly connecting to the overarching theme of liberation. Madsen illustrates how Chanel's introduction of the little black dress symbolizes a break from the restrictive clothing of the 19th century, emphasizing women's empowerment through simple, elegant design. For instance, Madsen recounts the pivotal moment when Chanel debuted her collection at the 1926 Paris fashion show, which showcased garments that embodied both comfort and sophistication, allowing women to express themselves freely rather than being constrained by corsets and frills.

Furthermore, Chapter 5, "Chanel No. 5," delves into the creation of Chanel’s iconic perfume, showcasing her innovative marketing strategies and her ability to craft a personal brand that resonated with women's desires for independence. Madsen discusses how the perfume was emblematic of the modern woman, combining sensuality with sophistication, and represents the theme of self-identity as women began to assert their individuality in a post-war world. By connecting Chanel's designs to the evolving role of women in society, Madsen effectively reinforces the book's central theme of breaking societal norms and celebrating femininity.