In this world there are few statement brands that are able to keep hold of a seat at the round table of classic, relevant, important and coveted design. We could probably count all of them on ten fingers. One of those brands is unquestionably Chanel. Now almost 100 years old, this brand remains at the forefront of fashion trends while still withholding it's historical relevance. This season Chanel is going big with the release of a new 'film' for Chanel N°5 directed by Baz Lurhmann, their unbelievable Boulevard Chanel Spring RTW fashion show from last week, and a unprecedented collaboration with Bergdorf Goodman, where they have taken over the entire row of 57th street windows, created a massive installation on the main floor and a spectacular pop up shop on the 5th floor.
Karl's Club (which some are calling it), is the pop up shop which opened on October 9th and will only be up until October 19th. The concept is inspired from their 2014 fall/winter collection which prominently relates to the modern depiction of sportswear. This modern collection of sneakers and sweats resonates with the origins of the brand being in Sportswear. A juxtaposition of luxury fashion set in a grungy gym/locker room is both humorous and cool. Could almost be an analogy of our city - New York in of itself is grungy being host to some of the most luxurious things.
Which takes me to the Chanel N°5 film. Set in New York, first in Montauk then in the city. The leading lady is Gisele Buncheon, is the the new Nº5 woman. She is described as being a powerhouse figure who remains true to herself. She is a sportsman, a successful entrepreneur, a mother, and most importantly a lover. She juggles all aspects of life, and struggles with the ability to maintain the balance of it all - just as many of us have to do.
Unlike the other Baz Lurhman film partnership with Chanel, which starred Nicole Kidman and depicted the story of a fantastical life that she was trying to escape to, the Nº5 woman has evolved, as the brand has. she is now living her life, the one that she has imagined and she grasping the reality. The brand holds true to it's roots of developing a scent that as Coco Chanel wanted, "would epitomize the modern flapper that would speak to the liberated spirit of the 1920s." Only now, modern flapper translates into the modern femme that must practice a balancing act of work, fun, family and love.
I had the opportunity to see the film before it's world debut last week, at a breakfast showing amongst Chanel team members and partners. As Chanel is always so chic, they served bite sized donuts in black and white striped popcorn boxes with Illy Issimo caffé drinks and matching straws. The hashtag #YOURTHEONETHATIWANT was everywhere because the chosen song is a remake of the old classic as well. I look forward to your thoughts on the film and the other installations. You can see the 30 second version on TV starting today - I believe it's first spot was during Good Morning America.