CHANEL No. 5 Film #theonethatiwant

I went to see The Imitation Game with Benedict Cumberbatch at the Empire cinema yesterday. As a media gal, I arrived early to watch the pre-roll adverts that are put on by Pearl & Dean (cinema advertiser).

My favourite was, but of course, the Chanel No. 5 Ad with the beautiful Gisele Bündchen. I love the marketing strategy of positioning Chanel No. 5 ads as ‘films’ and thus, correctly placing them on the big screen before a movie. The films, as with the brand, are always decedent, glamorous, and classy and they offer a beginning, middle, and end to the story. All I have to say is… these 3 minutes are filled with the perfect combination of sultry, yet elegant shots to create the perfect cinematography for the brand image of Chanel.

Some quotes by Mademoiselle Chanel: 

  • “Fashion passes, style remains.” 
  • “‘Where should one use perfume?’ a young woman asked. ‘Wherever one wants to be kissed,’ I said.”
  • “Dress shabbily and they remember the dress; dress impeccably and they remember the woman.”
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September is the January of Fashion.

“I think that what I often see is that people are frightened of fashion and that because they’re scared of it, or it makes them feel insecure they put it down. On the whole, people that say demeaning things about our world. I think that’s usually because they feel in some ways excluded or not part of the cool group. So as a result they just mock it.” – Anna Wintour (Editor-in-Chief of Vogue)

In the documentary: The September Issue (R.J. Cutler, 2010)

Watch The September Issue and The Devil Wears Prada together. It provides a stark contrast between a fictional story written by Wintour’s past assistant and a ‘documentary’ film that follows Wintour behind-the-scenes of actual Vogue. Whether or not fashion interests/scares you, I promise it’s worth your entertainment and intellectual time.