Hugh Stewart
Chanel has teased with more imagery for its upcoming No. 5 campaign with Gisèle Bündchen, written and directed by The Great Gatsby (2013) director Baz Luhrmann, with production design by Academy Award winner Catherine Martin.
The new images show the supermodel in two more outfits in addition to her surfing one shown yesterday.
In one, again shot by Hugh Stewart, Bündchen is wearing a silver lamé fringed organza dress from the Chanel haute couture spring–summer 2014 collection, with mauve suede sneakers, Plume de Chanel earrings in 18 ct white gold and diamonds, and a Plume de Chanel ring in 18 ct white gold and diamonds. Make-up uses a similar palette, with le Blanc de Chanel, Perfection Lumière Velvet and Les Beiges foundation; Crème de Chanel in Révélation for the blush; les 4 Ombres eyeshadow in Tissé Rivoli; Ecriture de Chanel eyeliner in black; Stylo Yeux Waterproof pencil in Noir Intense and the Khôl pencil in Clair; Rouge Allure lipstick in Indécise; le Crayon Lèvres in Mordoré Nude to define the lips; le Vernis for the nails, in Ballerina.
Bündchen’s second outfit sees her wear a black double silk–crêpe dress with silver embroidery from the cruise 2014–15 collection, with black satin sandals from the spring–summer 2014 collection. She wears a Chanel necklace in 18 ct white gold and diamonds, and earrings in 18 ct white gold and diamonds.
Bündchen’s choice, according to Luhrmann in the latest behind-the-scenes video, can be summed up with her multi-faceted nature. ‘She can be on the beach one moment and incredibly athletic. She has children. She has a very, very significant relationship. And yet, she has a career where she can create aspirational, sensual, incredibly glamorous imagery, and somehow, what’s most important to her, … is love, to really be fulfilled. And I think that’s what we try to convey in this little film.’
He says that she has ‘a new world sensibility. I think that’s both fresh but very true to Coco Chanel. Coco brought the new era to the old world. She was the one who smashed the convention. She was the one who just hung out and was friends with the avant-garde. She was 100 per cent behind the new, 100 per cent behind possibility, and 100 per cent, in her DNA, a self-empowered woman. Gisèle felt honoured, I felt, to be identified as the No. 5 woman. She has continued to evolve as a woman.’
Bündchen follows in the footsteps of Marilyn Monroe, Catherine Deneuve, Carole Bouquet, Nicole Kidman, Audrey Tautou, and even Brad Pitt. Luhrmann, meanwhile joins Ridley Scott, Luc Besson, and Jean-Pierre Jeunet as Chanel No. 5 directors.
Patrick Demarchelier shot the final stills of the campaign.
Says Chanel, ‘In this new chapter, the story of No. 5 is told in a way that goes beyond the fragrance itself. Ten years ago, No. 5 was the fragrance of a woman who decided to break free from it all and then return to reality, renouncing her desire. Today, through Luhrmann’s eyes, we see the No. 5 woman deciding to listen to her heart. She is a woman who knows exactly who she is, and is free to make her own choices and listen to her desires. The film tells the story of the modern woman who struggles to make time for everything—herself, family, career, and love.’
The accompanying music is Lo-Fang’s cover of ‘You’re the One That I Want’. The film itself, to be released on October 15, has no words or dialogue.
Patrick Demarchelier
Hugh Stewart
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