Earning a spot in a Chanel campaign is almost like winning the lottery – your paycheck is bound to amount up to at least $4 million dollars, your face and name instantly make it in the books, and you’re presented with a rare approval from Mr. Karl Lagerfeld himself. However, these faces aren’t exactly “irreplaceable” considering a new face is introduced year after year – and really, who’s counting? Well, the crew here at Fora has been keeping up even before we were born. Here’s a Chanel timeline of four beautiful decades gone by.

1970: Catherine Deneuve

Chanel No. 5 sales bloom in America as Catherine, the Queen (of French cinema) of France becomes the face of No.5.

1983: Inès de la Fressange

French mode, Inès, becomes the first model to agree to an exclusive contract to be a muse for Lagerfeld.

1986: Carole Bouquet

Carole is signed as the new face of Chanel No. 5 (models from late 80’s to early 90’s).

1990: Linda Evangelista and Christy Turlington

Linda and Christy also model for the Chanel house during the 90’s, mostly for Chanel Couture.

1991: Vanessa Paradis

Of course Johnny Depp’s ex-girlfriend would be a former face of Chanel.

1999: Estella Warren

Before movie release of Planet of the Apes, where she plays the role as the human blonde girl, Estella becomes the face of Chanel No.5 and stars as Little Red Riding Hood in the commercial. Cool Fact: She becomes the first Canadian to ever feature in a Chanel advert under Lagerfeld.

2002: Anna Mouglalis

French actress, Anna Mouglais, signs as the model for Amateur Allure de Chanel perfume.

2004: Nicole Kidman

Nicole Kidman gets paid $4 million to be the new face of Chanel, and the house drops another 18 million dollars to film the ad.

2005: Selma Blair

Selma Blair, American Actress, becomes the face of Chanel eyewear.

2006: Cat Power

Singer Chan Marshal aka Cat Power becomes the jewelry spokeswoman. Although a a major surprise to many of her fans and fashion folks, Karl still believes she is one of the most beautiful women to have ever pulled out a cigarette.

2006: Kate Moss

Unsurprisingly, Kate Moss becomes muse for Chanel’s Coco Mademoiselle.

2007: Keira Knightley

Keira Knightly becomes the new face of Chanel’s Coco Mademoiselle… at just 20 years old.

2008: Christy Turlington

18 years later, Christy Turlington returns as the face of Chanel.

2008: Claudia Schiffer

Blond bombshell Claudia becomes the (other) leading lady of Chanel.

2009: Lily Allen

Another unexpected recruitment from the music world, Lily cleans up her image just for Karl.

2009: Audrey Tatou

Why wouldn’t she be a model for Chanel? She is Coco Chanel.

2010: Elisa Sednaoui

Finally, someone that is not British or French, is Elisa – the Italian model is chosen to be leading lady for Chanel’s Fall/Winter Eyewear Campaign.

2011: Stella Tennant

With her black, pixie-cut hair and boyish charm, Stella brings a little spice to Chanel – probably the most edge the world has ever seen from a Chanel ad.