Chanel No. 5 is undoubtedly one of – if not the – most iconic perfumes. Marilyn Monroe didn’t famously say she would only wear “a few drops of Chanel No. 5” to bed for nothing!
Now Chanel have announced they will be releasing a new perfume, the first for the fashion house in 15 years. The scent is named Gabrielle Chanel after the house’s founder Gabrielle “Coco” Chanel and is set for release this September. Actress and Chanel muse Kristen Stewart will be the face of Gabrielle Chanel – this comes after she played Chanel herself in a short film directed by Karl Lagerfeld.
Created by the man behind Chanel’s other fragrances Coco Mademoiselle, Chance and Allure, Olivier Polge, Gabrille Chanel has been described as an “abstract floral.”
Given that Gabrielle Chanel herself was known for her love of masculine tailoring and the groundbreaking androgyny she introduced to women’s wardrobes, Stewart – who has become a voice for gender and sexual fluidity – is a perfect choice. As seen from her previous campaigns for Chanel, its safe to say that Stewart’s own edginess and modernity will find their ways into the fragrance and its merchandising.
Words: Esther Newman