January 4, 2019

Chance Encounter

Today, in honour of the launch of its CHANCE EAU TENDRE Eau de Parfum, CHANEL is revealing a lovely new advertising campaign for the CHANCE fragrance line!

chanel chance

Continuing his longstanding collaboration with the House since 1990, Jean-Paul Goude has poured all of his creativity and allegorical talent into the campaign. Moving on from playing games, Goude opted to portray another theatre of chance: the audition. For this campaign, Goude teamed with self-taught choreographer Ryan Heffington who shares his love of mixing genres and cultures, and with musician Sam Spiegel who also wavers between classical culture and hip hop. It was a perfect fit: “They are both perfectly in tune with me, taking a somewhat naive and spontaneous approach to the film that is similar to mine.” The result of their collaboration is what Goude refers to as a "bref métrage" or brief film: a short danced and filmed act depicting a reality that is athletic and yet graphic, sensual and stylized. A frenzied whirlwind of dancers and choristers perform coordinated movements and choreographed reactions that convey the spirit of the fragrance in the slightest gesture.

chanel chance

CHANCE EAU TENDRE Eau de Parfum is a floral-fruity fragrance that is even more intense and enveloping. Created by perfumer Olivier Polge in cooperation with the CHANEL Laboratory of Fragrance Creation and Development, it expresses a radiant and confident femininity with a feeling of absolute tenderness. So, take a new chance. We promise, you'll love it! —Vita Daily

chanel.com


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