Chanel No 5: When Margot Robbie brings Gabrielle Chanel's vision to life in Luca Guadagnino film

Chanel No 5 has found its modern muse in Margot Robbie, who embodies Gabrielle Chanel's vision of women's independence in the new film "See You at 5," directed by Luca Guadagnino. Themes such as self-realisation and the multifaceted nature of femininity are artistically explored in this new campaign. As Robbie navigates a narrative of desire and spontaneity, she celebrates autonomy and the joy of owning one’s choices, reflecting a contemporary dialogue about femininity that resonates deeply today

There is a reason why Chanel found Margot Robbie as the next embodiment of its venerated No 5.

Robbie has become an icon of modern feminine strength, whether through her roles as Harley Quinn from the DC Universe as a chaotic anti-hero, or Barbie, the quintessential perfect girl-next-door, or the one behind the lens as a film producer. In most cases, she has blazed a trail with each and every decision she has made in the movie industry. And it is no coincidence that at this junction, Robbie and Chanel No 5 have found each other.

Chanel No 5, an enduring symbol of feminine allure since its launch in 1921, continues to redefine what it means to be a woman today. With the recent campaign See You at 5, directed by Luca Guadagnino and starring Margot Robbie, the fragrance transcends mere marketing to explore themes of self-realisation, freedom and the multifaceted nature of femininity. This campaign not only celebrates the iconic scent but also strongly reaffirms the spirit of modern womanhood.

Gabrielle Chanel, the visionary behind No 5, was a pioneer who revolutionised women's fashion and fragrance. By breaking away from traditional floral scents and opting for a complex, abstract olfactory structure, she created "a woman’s perfume with a woman’s scent". This radical act of love towards women communicated a powerful affirmation of femininity - one that resonates even more profoundly in today’s world. As Chanel once said, "A woman should be two things: who and what she wants." This philosophy is echoed in the latest campaign featuring Margot Robbie.

As stated previously, Robbie is not just an actress but also a producer and advocate for female narratives in Hollywood. Her career reflects a commitment to storytelling from a female perspective, particularly through her production company, LuckyChap. By creating opportunities for strong female characters and emerging filmmakers, the actress-producer aligns perfectly with Chanel No 5’s ongoing dialogue about femininity’s complexity. She embodies the modern woman: dynamic, multifaceted and unapologetically herself.

In See You at 5, No 5’s latest campaign film masterfully directed by Luca Guadagnino, Robbie's character navigates a story of desire and anticipation centred around a missed rendezvous with Jacob Elordi's character. However, rather than viewing this as a disappointment, she embraces spontaneity and joy. The film opens with her basking in the sun, radiating confidence while preparing for her date. When the anticipated meeting falls through due to miscommunication, she laughs it off, choosing instead to revel in her own company.

This moment encapsulates the campaign's core message: true femininity lies not in seeking validation from others but in owning one’s desires and choices. As Robbie dives into the ocean wearing a striking red swimsuit - symbolising both freedom and vitality - she perpetrates self-love and independence. The red ensemble pays homage to Carole Bouquet’s iconic look from a previous Chanel campaign, linking past and present while reinforcing the timeless allure of Chanel No 5.

The film's aesthetic mirrors the fragrance itself - complex yet accessible - capturing both intimacy and grandeur under Guadagnino’s direction. Known for his ability to depict desire with sensitivity, Guadagnino transforms Chanel No 5's spirit into a narrative about desirability. The film explores themes of anticipation and longing while highlighting a woman's journey towards self-empowerment, which leads to the interpretation of what it means to be truly feminine in today’s world.

The narrative structure of See You at 5 cleverly illustrates that life is not merely about outcomes but also about experiences. The joy found in anticipation can often surpass the satisfaction derived from fulfilment itself. In segments from the film, Robbie's character expresses her desire for connection while simultaneously celebrating her independence - a duality that is at the heart of contemporary femininity.

As the brand’s newest ambassador, her portrayal resonates deeply within modern discussions around relationships and self-worth. She represents a philosophy that encourages women to define their own identities rather than conform to societal expectations. The film captures this essence beautifully: as Robbie drives along California's winding coastline dressed in her red suit, she exudes effortless confidence paired with elegance (echoing the essence of Chanel No. 5 perfume), casual yet sophisticated, simple yet powerful.

The campaign also highlights how fragrance can serve as an expression of individuality. This notion aligns seamlessly with Gabrielle Chanel's original intent in creating No 5: to empower women with the freedom to choose their self-image and lifestyle.

In the film, we witness Robbie's character joyfully navigating life on her own terms, which points towards a kind of autonomy that resonates deeply with viewers today. The film culminates in a moment where she dives into the ocean, a metaphor for embracing life's possibilities while radiating an aura of triumph that can only come from an accomplished woman who knows her worth.

No 5 has always been more than just a perfume; it is an affirmation of femininity that encourages women to redefine their own narratives. Exactly the way that Robbie has encouraged her fandom. It invites them to explore their desires without fear or hesitation, embrace their individuality and celebrate life’s endless possibilities.

Chanel No 5 Eau de Parfum is crafted with an exquisite blend of floral notes, including May rose and jasmine, absolutely complemented by warm undertones of sandalwood and vanilla. This harmonious composition creates an alluring scent that evolves beautifully on the skin throughout the day. The iconic bottle, designed by Gabrielle Chanel, reflects timeless elegance with its minimalist lines and luxurious glass finish. Today’s version continues to embody sophistication while inviting wearers to embrace their unique identities through its rich fragrance profile. Its range has expanded into other offerings to cater to each individual's preference in how they scent themselves. 

The line includes Eau de Parfum, which offers an intense floral bouquet with rich undertones; Eau de Toilette, providing a lighter version ideal for everyday wear; Body Lotion infused with No 5’s signature scent for an all-over fragrance experience; Shower Gel, which gently cleanses while leaving skin subtly scented; and Perfumed Body Cream, delivering hydration alongside luxurious fragrance. Each product allows users to layer their scent experience or enjoy it individually while celebrating their unique identity.

As we steer through an era where discussions surrounding gender and identity continue to evolve, Chanel No 5 remains an indelible part of this conversation. With See You at 5, Margot Robbie is all about portraying this legacy and redefining what it means to be feminine in today’s world.

The new advertisement for No 5 presents unique concepts surrounding feminine allure. The film features an exceptionally strong production team led by Guadagnino, known for his artistic style in films like Call Me by Your Name. He worked closely with Robbie to create a balance between romance and playfulness that feels both intimate and grand - a perfect fit for the mood they wanted to convey.

Ultimately, See You at 5 encapsulates everything that makes Chanel No 5 timeless: it is not merely about fragrance but about freedom - the freedom to be oneself, love oneself, and embrace one's unique journey through life without compromise or hesitation.

Join the Chanel Parfumeur Masterclass to discover the savoir-faire and expertise of Chanel Parfumeur:

When: Until December 31, 2024
Duration: 1 hour 45 minutes/session
Where: Capitol Centre 1/F, 5-19 Jardine's Bazaar, Causeway Bay, Hong Kong. ​

Further info: The masterclass will be conducted in Cantonese.​ ​Quota is limited and registration is on a first-come-first-served basis.

Registration via this link.