Luxury house Chanel unveiled its latest N°5 campaign, See You at 5, directed by Oscar-winning Luca Guadagnino.The campaign explores themes of femininity, desire, and independence, encapsulating the essence of the iconic fragrance. Starring Margot Robbie and Jacob Elordi, the two-minute film presents a modern-day narrative centered around a missed rendezvous between Robbie’s character and Elordi’s, transforming what could have been a moment of regret into a celebration of self-empowerment.
Robbie embodies a woman who is not defined by her relationship to a man, but rather by her ownership of her own life and desires. The subtle humor in the film -the playful exchange of missed texts and paths – serves to underscore her character’s independence and refusal to dwell on what could have been. Instead, she embraces spontaneity, and through her light-hearted response, the viewer is reminded that fulfillment comes from within. The red miniskirt suit Robbie wears, a nod to Chanel’s iconic heritage, adds a layer of boldness, contrasting her carefree demeanor as she glides through the California coastline, symbolic of the woman who makes her own rules.
The allure of the campaign goes beyond its visual appeal. At its core it is a celebration of femininity in its most assertive form. Chanel N°5, the fragrance itself, is an embodiment of autonomy. The subtle message woven throughout the film is that femininity is multifaceted, and N°5 is the olfactory translation of this complexity. Robbie’s character doesn’t seek external validation, nor is she waiting for a predetermined narrative to unfold. She moves through life on her terms, a theme that resonates with the very creation of N°5, originally designed by Gabrielle Chanel to break away from conventional floral perfumes.
Guadagnino’s direction amplifies this narrative by focusing on the nuances of anticipation and self-discovery. Shot on 35mm, every detail – whether it’s the grain of Robbie’s skin or the nervous energy of Elordi’s character – reflects the richness of emotion that lingers between the characters, even when they don’t meet. The film highlights the fact that it is not the moment of union that matters, but the strength found in the individual journey. This delicate dance between desire and self-assuredness mirrors the ethos of N°5, a fragrance that has, for over a century, remained an icon not by following trends but by standing apart from them.
Chanel N°5’s campaign does not focus on the romance of love but on the romance of the self. Robbie’s dive into the ocean towards the end of the film is a metaphorical leap into her own world, free from societal expectations. She isn’t swimming towards a man; she is swimming towards her own essence, towards freedom. The fluidity of the sea, much like the perfume, represents the endless possibilities that lie ahead for those who, like her, are willing to embrace their independence.
At a deeper level, See You at 5 aligns with Gabrielle Chanel’s original vision for the perfume. When Chanel first introduced N°5, it was revolutionary not just for its scent but for what it represented – a break from tradition, a bold statement that a woman could be as complex, daring, and uncontainable as the fragrance she wore. Today, Robbie’s portrayal captures that same spirit of defiance and confidence. As she laughs off the missed connection, it becomes clear that her character’s strength lies in her ability to enjoy the moment without clinging to expectations.
