Men have notoriously been poor performers sales-wise when appearing on the cover of women’s magazines and there are few men (if any) who have spruiked women’s perfume. It’s a historic choice for the house of Chanel, whose No. 5 fragrance is a bestseller and has maintained its iconic status since its 1921 release. The appointment proves Chanel’s belief in Pitt’s universal celebrity power, and the actor himself is well-known for being selective with his projects.
Pitt will feature in a short fragrance film directed by Joe Wright, whose impressive oeuvre includes Anna Karenina, Atonement and Pride & Prejudice. Interesting they’re all films which starred Keira Knightley who is the face of another Chanel fragrance, Coco Mademoiselle – look at the six degrees of separation there! It’s nice to wonder if they all meet up regularly at Lagerfeld’s Paris home to have power dinners - we all know that Lagerfeld is a rathermemorable conversationalist.
Pitt will be shown reciting poetry to an unknown subject who will turn out to be (spoiler alert!) – the Chanel No. 5 fragrance. The campaign images will be photographed by Mario Sorrenti.
Chanel's president for fragrance and beauty Andrea d'Avack said to WWD: “To keep a legend fresh, you always have to change its point of view. It is the first time we've had a man speaking about a women's fragrance. We think very much that the perfume is a seduction between a man, a woman and the perfume.”