copyright © josh milton 2017
The selling of perfume is an integral part of any bespoke couture brand, and ever since its establishment in 1921, Chanel No. 5 was an immediate best seller; receiving universal affection. Once described as “the best packaging since the beginning ... the most distinguished thing of any thing she put her name on.” by Misia Sert (a personal friend of Coco Chanel), it was quickly lionised by celebrities: Marilyn Monroe, Andy Warhol, even Nicole Kidman all became intoxicated by the bottle's aromatic allure. Following in these legendary steps, manumission is prevailing, that is, regarding gender.
The unexpected new face of Chanel's statement scent.
Brad Pitt has been appointed the new face of the legendary perfume; the first to do so. This unorthodox stunt seemingly acts as a homage to Chanel's gender-twisting routes. The couturière revolutionised female dernier cri with a wave of boyish tweeds, cardigans and jerseys. Altering perception of what is acceptable in the a la mode quota.
The advert is seductive and amorous, the soft spoken words of the acclaimed male suits the perfume's similar reputation. Directed by Joe Wright, the short speech is annexed behind a minimalistic backdrop, unifying the audiences' gaze.
Maureen Chiquet, C.E.O. of Chanel, explained that this unprecedented decision was due to how “No. 5 is the most iconic fragrance of our time, and Brad Pitt is the most iconic actor of our time. Women in every culture love No 5. No matter where you are, No. 5 is there.”