Chapter One of CHANEL’s 100th year Anniversary of N°5

Written by Yasmine Mubarak by Fredrik Hultén

Next year, in 2021, the legendary perfume,  N°5, turns 100 years. First out in this celebration is both a new face of Chanel Fragrance, but also a new rethinking of the historic perfume.

Chanel is writing a new chapter in the story of its legendary perfume, where the power house wishes to portray a woman of her time, whose radiant energy responds to the force of lunar attraction. As a new face of this energy and campaign Chanel’s Head of Global Creative Resources Fragrance and Beauty Thomas du Pré de Saint Maur chose acclaimed french actress Marion Cotillard. In a press release Thomas du Pré de Saint Maur states that “Marion was the obvious choice,” “Returning to a French actress meant returning to a subconscious image of French femininity dear to the spirit of the House.”

Thomas du Prè de Saint Maur also explained the Chanel woman - A woman, who doesn’t escape herself, but faces herself. 
However, this is not the first time Marion Cotillard front the Chanel House, she has been an advocate since the beginning of her career. But this is the first time that the Oscar-winning actress will be the face of a fragrance. With this, Marion Cotillard gracefully continues the history of feminine icons who have been the face of the parfume;  Marilyn Monroe followed by Catherine Deneuve, Carole Bouquet and Nicole Kidman.

Marion Cotillard herself says that “I felt an instant connection with N°5 which, more than a fragrance, is a work of art. Something I always dreamed of,”

Behind the camera is the Swedish Director Johan Renck who visioned the idea of taking the perfume and Marion Cotillard to the moon. More than a piece of decor, the moon is associated with femininity and symbolizes renewal, as well the gold and hapiness of the film fits since the holiday season and year is around the corner.

The story begins in the streets of Paris under the moonlight, and continues high above the sky to the moon. Marion Cottillard dressed in an all classic silhouette yet modern gold embroidered lace dress, which accompanies each movement. The flowers and foliage pattern embroidery, the Chanel’s Artistic Director describes as a ‘’entrusted to the virtuosity of sixteen Lesage embroiderers’’. During the story, on the moon - the dance we see between Marion Cottillard and the Étoile dancer Jérémie Bélingard is like the gold moon, a third actor in this story, bringing us into this fairytale story of love, but with much humor and happiness.

This new campaign wishes to pay tribute to the history of N°5, but also now, express joy for Martion Cottillard but also equality between two people. The woman and man guide and support each other in an elegant dance. Concluding in a story of a woman who strives to accomplish her dreams which is the power of the Chanel fragrance.

Watch the new campaign video here: