Chanel honours its heritage by reviving the original No5 Eau de Toilette bottle
Over a century old and still impossible to define Chanel No5 returns to its original packaging, and it's as mysterious and intoxicating as ever
Nevermind boucle suits and quilted handbags, what Chanel is most famous for is the iconic No5 perfume. Classic it may be, but it’s also extremely elusive. Developed by Ernest Beaux in 1921, what captivated Gabrielle Chanel about sample No5 was that, despite being labelled as having notes of rose, jasmine and ylang-ylang, she couldn’t quite make out what the fragrance smelt like.
And so, Chanel No5 was born. A mysterious scent with an equally mystifying name. The “first abstract perfume”, No5’s scent transforms according to each wearer. Those looking for rose will find it. Those looking for jasmine will find it. Anyone looking for just about anything will find it in Chanel No5. There are cathedrals everywhere for those with eyes to see, if we’re speaking in Twitter tongue.
But enough of the poetics. As we’ve mentioned, the scent was conceived over 100 years ago, so why talk about it now? Though No5 never really went out of style, today it reenters the zeitgeist thanks to the return of the original No5 Eau de Toilette packaging. A clear amber bottle which, like its name, gives little away about the scent inside. An ode to the aroma’s perpetuity and transformation, a scent that molds to the wearer’s desires, is dressed in an appropriately minimalist bottle, leaving everything to the imagination.
The face of the campaign is none other than Margot Robbie. Long term friend of the brand and 21st century dream girl, Robbie is about as illustrious and intangible as the scent itself. Embodying both class and modernity, Robbie makes the perfect ambassador as No5 steps into this new era inspired by its legacy.
Credits:
Images courtesy of Chanel Beauty
Words: Cable Writers
