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Its logo, as well as the name of the brand itself, are likely a parody of Chanel, a popular fragrance brand.
In GTA IV, it is featured on www.peepthatshit.com, listed under the "High Fashion" link in the "Shopping" section. Their slogan is "Make-up de Paris".
In GTA V, the brand has returned, but is now also producing high-end fragrances. The company has a store at the Rockford Plaza on Las Lagunas Boulevard in Burton, and the brand can be seen on various advertisements around the city. In addition, a large billboard can be found on West Eclipse Boulevard and in Los Santos International Airport that says "Smell Like A Bitch", referencing the meaning of the word chien in French. It is one of the brands featured in the Leopolds store in Rockford Hills.
During the Ill-Gotten Gains Part 1 Weekend Special, it was possible to find a T-Shirt with a fake Le Chien logo and the "Smells Like a Bitch" logo in the Special Crate drops in Grand Theft Auto Online. The t-shirt reads "Le Crew Liberty".
During Ill-Gotten Gains Part 2 Weekend Special, a special T-shirt with a fake logo was made available for the players who completed the Daily Objectives on July 11th, 2015. The t-shirt reads "Le Biatch", being derived from "bitch", another reference to the business name.