Incarnated by Lily-Rose Depp, the N°5 L’EAU message plays with paradoxes. Here is our
heroine, Lily-Rose Depp, all at once shadow and light, question and answer, elegance
and extravagance, artist and muse, vulnerable and invincible, rupture and creation: “You
know me and you don’t.” She is as eclectic as her fragrance, N°5 L’EAU.
Choosing 17-year-old Lily-Rose Depp as a personification of these paradoxes is a
statement, that an intrepid young girl is forever in each woman; that the free and iconic
CHANEL woman is there waiting in each young girl to find fulfillment; that every human
being is a paradox.
“With N°5 L’EAU, the new generation of CHANEL N°5, explains Thomas du Pré de Saint
Maur —Head of Global Creative Resources for CHANEL FRAGRANCE & BEAUTY—,
we’re adding a new chapter to the legend. But that doesn’t mean we are forgetting
what came before. On the contrary, it means that CHANEL N°5 is alive, evolving, and
reinventing itself, and thus more surprising than we can imagine.”
And what a surprise. The entire film, while intentionally “deconstructed”, keeps pace
with the highly modern way of consuming images. Johan Renck, the director of the
film, is famous for his music videos. “When I was young, he recalls, fragrance ads were
the most daring. I wanted to recapture that here. Now more than ever, flaunting your
‘difference’ is the only way to make an impact. It was the central idea throughout the
film. I had my heart even more set on it since I have been known to wear N°5 myself on
occasion. To me, this fragrance is very mysterious, sensual and incredibly powerful.” Told
through the lens and style of Johan Renck, this is the first CHANEL N°5 film that is not
based on a linear narrative, but rather a snapshot of stories that create a world, a spirit,
an identity.


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