At Rue Cambon, in Paris, a young assistant would spray No 5 in the entrance to the building a moment before Mademoiselle Chanel walked in every day, having been warned of her imminent arrival by the doorman who had ushered her out of the Ritz. The mirrored staircase and her private apartment were sprayed and she scattered No 5 on the hot coals of the fireplace.
Created in 1920, No 5 has remained possibly the most famous perfume in the world.
Now there is a new campaign for No 5. See You at 5 is a two-minute-and-twenty-second film by Luca Guadagnino that sees Robbie and fellow actor Jacob Elordi star alongside each other in a truly refreshing tale that makes up the story of Chanel No. 5.
There's no doubt that Robbie being announced as the face of No. 5 was an exciting move for the house - as an actor and producer that breathes a fresh sense of modernity in every project she touches, Robbie has long made for the perfect casting choice for No. 5. But, when paired with Elordi, this new campaign catapults No. 5 into a new realm - one that sees the bestselling fragrance become enticing for all ages.
For years, Chanel No. 5 has been regarded as a classic perfume that appeals predominantly to an older, mature demographic. The truth is, Chanel No. 5 is a feat of a perfume due to its ability to make its wearer feel a deep sense of power - it taps into the psyche of anybody who smells it and becomes totally intoxicating. And isn't that something that should appeal to all? At long last, with the latest campaign, this very essence is captured in all of its glory - a woman who knows what she wants and is going to get it.
The new campaign doesn't just make Chanel No. 5 a perfume that appeals to a younger, more modern consumer, but also one that embodies the versatility of the scent. Chanel No. 5 is a power perfume to its core, something that fills you with confidence and supreme potential - and now, finally, we have a campaign that truly captures the way in which No. 5 can and should be utilised by all.
Ernest Beaux, the first director of perfume at Chanel was adept at quoting Proust who wrote that perfume is ‘that last and best reserve of the past, the one which when all our tears have run dry, can make us cry again.'
No 5, invented by Coco Chanel, was to obsess the world to this day.