Imagine entering an elevator where time would stop as soon as you walked in. Then, the elevator cabin would magically expand and transform into a luxuriously surreal place with attractive, well-dressed people in it, as well as numerous CHANEL watches and pieces of fine jewelry. The new CHANEL ad for the house’s upscale accessories is an elegantly quirky display of magnificent aesthetics and out of the box creativity. When it comes to a brand of such an impressive caliber, a dreamy depiction of things is frankly the only way of expressing the lifestyle experience offered, in an honest and accurate way. The cool and nonchalant attitude, the high-quality craftsmanship and the effortless stylishness are truly some of the rare qualities CHANEL is known for. After all, it is in our dreams that we discover our truest self, where our individuality merges with our desired, ideal reality.
In a similar fashion, CHANEL’s new ad-film for the N°5 fragrance evokes a feeling of fairytale by investing in a plot that one would only find in the realm of fantasy. Directed by Johan Renck and starring Marion Cotillard (one of the most prominent house ambassadors) and Jérémie Bélingard, the film explores the beauty of improbability. A romantic view of the moon from a bridge across the Seine turns into a lunar landscape where Marion meets Jérémie for a dance session unlike any other. Their enviable chemistry as expressed through their sensual yet playful moves, as well as the aura of ecstatic happiness result in the quintessence of blissful dreaming. This is what the timeless fragrance represents. The ability to float, levitate and reinvent reality in the most mysteriously glorious way.
CHANEL is all about inspiration. Living life to the fullest means accepting it in all of its “unreal” forms.
Inspiration is an endless and timeless circle of references. In order to come up with ideas and create something on your own you need to be informed of what preceded you and what is out there. Countless generations of artists were first influenced by other artists before they were able to influence others and make history in the meantime. Gabrielle Chanel was not an exception to this rule. And so she read and read and read and then read a little more. And kept reading. Literature for her was a doorway to a world without limits, filled with dreams, knowledge and beauty.
French, Russian and English literature gave her the tools to explore every level of the human psyche. Paul Éluard, Baudelaire, Apollinaire as well as her dear friend Reverdy introduced her to the poetic areas of philosophy, surrealism and artistic provocation. Gabrielle’s constant association with books was a way to feed her spirit, enhance her love toward her friends and communicate on a high intellectual level with those who were meant to shape her as a creative person. It is no secret that she secretly funded the literary projects of the authors she admired, while abstaining from writing her autobiography, probably because deep down she knew that it was not her job to write about herself. Others would. And they did.
In the end, apart from building a fashion empire drawing on the wisdom of her literary icons, Gabrielle managed to become a literary figure herself. Just like a true visionary she overcame her human condition and transmuted into a legend.