Jung Kook of BTS leads the campaign for Chanel 1957 L’Extrait de Parfum, marking his first major fragrance project since becoming House Ambassador for Fragrances and Beauty in December 2025. The BTS member appears in new imagery and films that place him in conversation with Chanel In House Perfumer Creator Olivier Polge.
FRAGRANCES
The release introduces 1957 L’Extrait de Parfum as a new interpretation of the existing 1957 Eau de Parfum. Chanel uses the campaign to revisit the meaning behind the name while presenting the fragrance through Jung Kook, whose role connects music, personal memory and the House’s fragrance history.
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In one film, Jung Kook joins Polge to discuss the composition and character of 1957 L’Extrait de Parfum. Polge explains the materials behind the fragrance and the way the scent develops on skin, while Jung Kook responds to the notes and ideas that shape the Extrait.
Another film turns toward Jung Kook’s career and personal memories. The singer reflects on significant moments in his life and considers a date that carries particular meaning for him. He also selects a song from his discography that he associates with 1957, creating a connection between his work as a musician and the ideas Chanel explores through the fragrance.
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The number 1957 carries several references within Chanel history. It marks the year Gabrielle Chanel received the Neiman Marcus Fashion Award in Dallas. Chanel also links 19 to her birth date and 57 to the street number of the House’s largest boutique in the United States, located in Manhattan.
For 1957 L’Extrait de Parfum, Chanel develops a more concentrated interpretation of the original 1957 composition. The House describes the fragrance as amber, musky and floral, built around neroli, iris pallida, a cedar and musk accord, vetiver and sandalwood. The higher concentration gives the scent greater intensity while preserving the character associated with 1957.
The campaign gives Jung Kook a direct role in introducing 1957 L’Extrait de Parfum. His conversations with Polge keep the fragrance at the center while allowing his own experiences and musical perspective to shape the films. The project brings renewed attention to 1957 and presents its latest interpretation through one of the House’s newest ambassadors.
