Chanel unveils the first chapter in a series of mini-films on the world of Chanel fragrances: “I am a Chanel perfume”. This series highlights the Chanel Parfumeur expertise and uses the history of the House as a storyline to explore fragrances as a means of asserting your presence, expressing your personality and creating your style.
This first chapter, “I am an idea”, is presented as a manifesto and lays the foundation for Chanel fragrance creation: Gabrielle Chanel‘s vision and Olivier Polge‘s contemporary interpretation of it. Chanel creates olfactory garments according to the precepts of Gabrielle Chanel that go beyond fashion and trends. Fragrance is considered and composed as an invisible item of clothing.
The metaphor of bodies dressed in shadows illustrates the concept of fragrance that veils and unveils, protects and reveals. In the setting of a bedroom bathed in sunlight, women’s bodies are shown in close-up, covered with projected shadows of flowers, leaves and branches to adorn them.
Vanessa Paradis lends her voice to this first episode and delivers the following manifesto:
I Am an Idea
A Chanel perfume is an idea
Grasped, developed, expressed
Like an item of clothing
Imagined, assembled, tailored.
A Chanel perfume is a precious material
A fabric woven from images, spun from landscapes.
A Chanel perfume is a play of shadows and light
Which reveals nudity and protects intimacy
A set of jewelry and an abstraction
A suit of armor and a construction.
A Chanel perfume is an invisible negligee
One that Marilyn chose to adorn her nights.
A Chanel perfume is the scent of the self
Reminiscence of childhood.
A Chanel perfume is a style, an allure
An elegance, a signature.
An item of clothing.
A Chanel perfume is a perfume that chose me
For what I am, for what I want.
A perfume that says “I.”
I Am a Chanel Perfume.
Photos and video: Courtesy of Chanel