Thomas du Pré de Saint Maur, the director of creative resources for fragrance, beauty, watches, and jewellery at Chanel, the atmosphere shifted. Sunlight streamed through the grand floor-to-ceiling windows, bathing the room in golden light. The rays caught the edges of the iconic Chanel N°5 bottles on display, casting prisms with light that danced across the room. It felt like the perfect metaphor for the fragrance itself—transforming the ordinary into something extraordinary. Saint Maur greeted me with a warm smile, setting the tone for our conversation—a deep dive into the creative vision behind Chanel N°5’s latest campaign, See You at 5!

HONOURING HISTORY

For Saint Maur, the story of N°5 is one of reinvention. Over the decades, the fragrance has evolved, but its essence—a vision of femininity grounded in confidence, self-awareness, and openness—remains intact. “In a world that changes really fast, there’s Saint Maur. He attributes N°5’s timeless allure to its refusal to chase transient trends. “We’ve managed, over decades, to reinvent the story of N°5 without betraying it.”

Saint Maur says N°5 has time and again refused a certain form of ornamentation, whether it is the narrative, the name, or the fragrance. “I think deciding to remain fiercely classical in many ways has been a winning bet,” he shares.

CREATIVE VISION

Saint Maur says he sought to create a narrative that felt natural, yet modern and fresh, adding a hint of boldness that was both timely and perfectly aligned with the present moment. “The N°5 woman is one who embraces the world, one who is on a calm and rather serene journey of self exploration, which creates some kind of magnetism and seduction.” He emphasises on the importance of seduction as quiet confidence rather than an overt display of power. He shares that he wanted to tell a story that was universally relatable yet deeply personal. To achieve this vision, Saint Maur collaborated with Italian film director Luca Guadagnino, renowned for his ability to capture subtle nuances on screen. “I needed someone who could tell the story of the untold in a very sensitive way,” Saint Maur explains. Guadagnino’s meticulous approach to crafting visuals and emotions proved instrumental in bringing the campaign to life. The campaign draws on striking visuals, from the vast landscapes of California that symbolise limitless possibilities, to the iconic red suit, which pays homage to Chanel’s legacy.

THE MODERN MUSE

When it came to selecting the new face of N°5, actor Margot Robbie was a natural choice. “When I started to work with Margot, I discovered a quality which I find extraordinary—absolute availability for the moment, in a way that she remains grounded and focused, but it doesn’t seem to be overwhelming or overpowering,” explains Saint Maur. He marvels at Robbie’s ability to connect with the camera in a way that feels both powerful and approachable. “She’s fierce—it’s incredible. She’s wild in a very serene way, which is unusual, and it’s actually very seductive and powerful.” Robbie joins an illustrious lineage of N°5 muses—from Marilyn Monroe to Gisele Bündchen— with each bringing their individuality to the brand over the decades.

In a fresh approach, actor Jacob Elordi also features in the campaign film in a supporting role. Though he doesn’t have same amount of screen time as Robbie, the story could not have unfolded without him. His role offers a nuanced portrayal of masculinity. “You do that in cinema all the time, but I think it’s the very first time that in an advertising movie you have that level of a supporting role,” explains Saint Maur.

Thomas du Pré de Saint Maur

THE SOUNDTRACK

Saint Maur tells me how choosing the soundtrack was a Herculean task. “I did not want music that was erotic. I wanted something that had a hyper sensual texture, but not in an obvious way,” he shares. This is how Daft Punk’s Veridis Quo came into play—a track with the perfect balance of sensuality and melancholy. “It has a slight sadness to it, a melancholic feel that I always find very moving,” says Saint Maur who worked with Luca on the soundtrack. “We both agreed that it is a beautiful choice, especially in the scenes where Margot and Jacob drive past one another. That’s where Luca really brought his magic. We wanted to show the contrast— the straight line of his character against the curve of hers, that tension.”

EMBRACING AMBIGUITY

The vision behind the ending of the film is all about creating space for interpretation. “It’s like a book—an empty page at the end that you can choose to fill up. I think it’s interesting to leave unfinished stories.” For him, leaving the story open-ended is a powerful way to inspire reflection and give the audience the ability to create their own interpretation.

Chanel N°5 doesn’t merely endure, it thrives, transcending boundaries to remain as relevant today as it was a century ago. Through the creative vision of Saint Maur, this campaign is more than a visual narrative; it’s a call to rediscover what it means to be confident, alluring, and unapologetically yourself in the modern world. “When you work for a luxury brand, you have to accept that you’re part of a lineage which was [there] before, now, and will survive you,” Saint Maur concludes.