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Chanel adds a touch of theatre to its festive campaign by Jean-Paul Goude

Chanel is currently commemorating its 30-year partnership with French photographer and graphic artist Jean-Paul Goude with an exhibition in Milan, entitled ‘In Goude We Trust!’. Ahead of the holiday season, Goude’s latest task with the fashion house was to instill the magic of Christmas for Chanel’s 2019 festive campaign.

Goude set off to capture the childlike wonder that Christmas brings to everybody during this time of year, with an enchanting new film starring Lily-Rose Depp, the face of Chanel No.5 L’Eau. In the film, she wears long red boots and fingerless gloves, while her hair is crimped in a 1940s style and neatly tucked under a beret — the nods to retro stylings adding a timeless appeal, almost Wes Andersonian. She is seated on a giant fragrance bottle as she peers into a crystal snow globe amongst the swirling snow to discover her lucky number, No. 5.

Chanel - holiday 2019 campaign

“I loved playing the character created by Jean-Paul,” said Lily-Rose Depp, “the joy and wonderment reminded me of how I felt as a little girl on Christmas morning.”

This diorama-like fantasy of Christmas as revealed by Goude also coincides with the theme of theatricality in Chanel Beauty’s holiday merchandise. The brand is launching three limited edition coffrets of the iconic No.5 Eau de Parfum, No.5 L’Eau, as well as Coco Mademoiselle Eau de Parfum (each HK$1,600/100ml). Unveiling like the curtain draw of a theatre experience, the boxes open up to reveal the continuing snow globe motif from Jean-Paul Goude’s holiday campaign.

Two lipstick-eque, twist-and-spray packaging designs for the travel-size perfume also embrace the winter wonderland theme. The refillable twist-and-spray bottle holds 7ml each (HK$795 with two refills).

For those seeking a more classic and practical approach, there’s also a box set that combines a No.5 100ml flacon with a travel twist-and-spray bottle, encased in an elegant theatre-style gift box (HK$1,700 each).

If you have loved ones on your mind who appreciate a bit of wonder and theatrics when it comes to gifting, you’ll know where to look.

For more information, head to Chanel.com

Evelyn Lok
Managing Editor
When not trying out the latest beauty and wellness trends, Evelyn is likely enjoying a perfectly balanced negroni or exploring some of Hong Kong's best new places to eat and drink. At Lifestyle Asia she covers everything from the biggest events in town to interviews with Hong Kong specialists, with topics spanning art, food and drink, health, tech, and travel.