Dive Brief:

• To close out the spring/summer 2015 show at Paris Fashion Week, fashion powerhouse Chanel paraded models down the catwalk chanting for women's equality and holding signs reading “History is Her Story, “We Can Match the Machos," among other girl power quips.
• As feminism becomes more and more of a buzzword, Chanel is the latest brand to embrace the idea that it can also be a trendy marketing move.
• Fashion shows, especially during Paris Fashion Week, are notoriously serious and even somber. Chanel's feminist declarations may be a sign of changing times in the fashion world.

Dive Insight:

Chanel designer Karl Lagerfeld is known for saying persnickety things about certain women, making the fashion show this morning a bit surprising. Though with more and more brands trying to label themselves as feminist, perhaps Lagerfeld wanted to be the first among major fashion houses to claim the title. The show even capitalized on the UN's new "He for She" campaign, with a model holding a sign in support of the cause.