2017 marked a significant year for Chanel's perfume advertising, showcasing a departure from some of its more traditional approaches while retaining the brand's inherent elegance and mystique. While the iconic Chanel No. 5 remained a cornerstone of the brand's portfolio, the year saw a particular focus on the newly launched Gabrielle Chanel fragrance, spearheaded by a powerful and evocative campaign starring Kristen Stewart. This shift, alongside the continued presence of classic Chanel No. 5 advertisements, provides a fascinating case study in the evolution of perfume advertising and the enduring power of the Chanel brand.
This article will delve into the diverse landscape of Chanel perfume advertisements in 2017, analyzing the key campaigns, their creative direction, and their impact on the brand's image. We'll explore the contrast between the established legacy of Chanel No. 5 and the modern, assertive message of Gabrielle, examining how both contributed to the overall narrative of Chanel's fragrance offerings that year. We will also briefly touch upon the broader history of Chanel No. 5 advertising, drawing parallels between vintage and contemporary approaches.
The Rise of Gabrielle: Breaking Free with Kristen Stewart
The most prominent Chanel perfume advertisement of 2017 undoubtedly centered around the launch of Gabrielle Chanel. Directed by Ringan Ledwidge, the commercial features Kristen Stewart in a captivating and symbolic performance. The advertisement opens with Stewart’s character awakening in a seemingly confined space, bound by chains. This imagery immediately establishes a sense of constraint and limitation, visually representing the societal expectations and pressures that women often face. However, the narrative quickly shifts as Stewart's character methodically and resolutely breaks free from her bonds. The chains, initially symbolic of societal constraints, become a metaphor for self-discovery and liberation.
The choice of Kristen Stewart was itself a significant move. Known for her rebellious spirit and independent image, Stewart embodies the modern woman that Chanel aimed to represent with Gabrielle. Her performance is far from the traditional, ethereal portrayal of femininity often seen in perfume advertisements. Instead, she projects strength, determination, and a quiet self-assurance. The visuals complement Stewart's performance, moving from claustrophobic close-ups to expansive shots that reflect the growing sense of freedom and empowerment. The overall effect is both dramatic and deeply moving. It’s a far cry from the often-static, romanticized imagery of previous Chanel perfume ads, representing a bold shift towards a more dynamic and emotionally resonant approach.
This commercial, unlike many other perfume advertisements that focus heavily on idealized beauty, prioritizes narrative and emotional impact. The focus isn't solely on the fragrance itself, but on the experience and journey of the woman who wears it. This approach resonates with a contemporary audience that values authenticity and relatable storytelling over unrealistic portrayals of perfection. The Gabrielle campaign successfully positioned the fragrance not just as a product but as an emblem of female empowerment and self-acceptance. The campaign’s success is evident in its widespread discussion and positive reception across various media platforms.
Chanel No. 5: A Legacy Continued
While the Gabrielle campaign dominated the headlines, Chanel continued to showcase its iconic Chanel No. 5 fragrance. While specific 2017 campaigns for Chanel No. 5 might not have had the same level of widespread media attention as the Gabrielle launch, the brand’s continued investment in the fragrance and its advertising speaks volumes about its enduring legacy. Understanding the evolution of Chanel No. 5 advertising requires looking back at the history of its campaigns.
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