CHANEL reveals the new Chance campaign by Jean-Paul Goude


CHANEL reveals the new Chance campaign by Jean-Paul Goude


For the launch of the CHANCE EAU TENDRE Eau de Parfum, CHANEL is revealing a new advertising-campaign for the CHANCE fragrance line on January 4, 2019. 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, Jean-Paul Goude opted to portray another theater 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.

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.


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