In Woody Allen’s ‘Stardust Memories’ there’s a scene with a besotted fan saying, to a successful movie director, that his after-shave gives her a Proustian-rush. When she asks what it’s called he replies, Proustian Rush!
Maybe you had to be there, but it makes the point that a perfume has the power to stir significant memories and evoke emotions.
Once a scent is established and carries a label’s essence it’s important that the associations from the Fashion house are continued in promoting its myths and legends. The Wertheimers who still run the House of Chanel are usually brilliant at this*
However Coco Chanel’s life and works left a legacy, which continues as the most successful Fashion label in the world. Images from her original inspirations are traced in every new collection by Karl Lagerfeld and his super talented team.
Marilyn Monroe’s short existence is connected with the death of presidents and unrealised potential. So why have Chanel’s promoters chosen to delve into the sad lives and forgotten voices surrounding the stunning actress’s love of No.5?
MM’s appearance in this season’s commercial for the word’s most celebrated scent is disturbing. It exploits the dark side of human nature, reminding us of unhappy lives and early deaths. It’s over sentimental and much too sad for me.