The story of Chanel N°5 began in 1921, when Gabrielle “Coco” Chanel sought to create a fragrance that embodied the liberated spirit of the modern woman. Collaborating with perfumer Ernest Beaux, she broke away from traditional floral fragrances, instead choosing a composition enriched with aldehydes, rose, jasmine, and ylang-ylang. Chanel N°5 was revolutionary in its use of synthetic ingredients, which helped craft a scent unlike any other – one that remains a symbol of timeless elegance and femininity over a century later.
The new campaign honours the long-standing heritage of the world’s most famous perfume and Margot Robbie brings new life to this classic. Known for her ability to seamlessly embody a variety of roles, from the effervescent comic book character Harley Quinn to the to the poised Sharon Tate in Once Upon a Time in Hollywood, Robbie’s versatility and perfectly aligns with the essence of Chanel N°5. She embodies the spirit of the modern Chanel woman – confident, dynamic and effortlessly chic.
The campaign’s title, See You at 5, plays on the idea of anticipation and rendezvous, suggesting the perfect time to indulge in the classic fragrance. Luca Guadagnino, director of the short film (2 minutes, 20 seconds to be exact) depicts the excitement of a first date (Margot and actor Jacob Elordi). He, racing down the road to Big Sur on her motorbike, she dressed in a red skirt suit (a nod to the one worn by another Carole Bouquet in Monuments (the 1986 No 5 film by Ridley Scott) in her convertible to meet him. As they speed towards each other in opposite directions, they just miss each other – he inadvertently goes to her house and vice versa. She laughs… the anticipation of the pleasure being more memorable than the romantic encounter itself. “The projection of desire is really something cinematic because it is about the pulse that is invisible but at the same time it’s there,” says Luca.
It’s flirty, it’s romantic and it’s beautifully filmed. The visuals emphasise a dreamy, sophisticated world where time seems to stand still, while the cinematography and styling evoke a sense of luxury and Parisian charm, celebrating Chanel’s rich history while introducing N°5 to a new generation of perfume lovers.
Robbie has had a relationship with Chanel since 2018 when she became a brand ambassador in 2018 and her appearances in Chanel creations on the red carpet have consistently turned heads. This latest collaboration further solidifies her connection to the brand, as she follows in the footsteps of iconic women who have represented the fragrance, such as Marilyn Monroe, Nicole Kidman and more recently, French actress Marion Cotillard. “My relationship with No5 is just beginning,” says Margot. “It is a real honour to join the amazing list of women that have been associated with N°5.”
