L’Eau

December 22, 2016 26 New York, USA

I don’t want to know what it takes to look like a smell – to be the perfect amount of sexy and pretty and rock-and-roll. I want to know what the mind’s eye sees when I inhale a fragrance.

What I find interesting about a lot of today’s fragrance marketing is that in a valiant effort to offer up a female embodiment perfectly manufactured aesthetic aspiration for their target market to emulate completely (by all calculations), most brands overlook the fact that today’s women are not in blind pursuit of skin-deep selfhood. They already have that. The internet has enabled people to shape the way they are perceived and has provided stimulus and sanctuary for common interests. We’re not lost on superficial identity. Overly polished narratives of abbreviated lust and self-discovery don’t strike any chords with a generation starved of an emotional connection to visual content in an oversaturated marketplace. I don’t want to know what it takes to look like a smell – to be the perfect amount of sexy and pretty and rock-and-roll. I want to know what the mind’s eye sees when I inhale a fragrance. I want to know the sensory experiences attached to being fresh and youthful. And I want others to share in that visceral reaction.

For those reasons, I’m super proud of what our team was able to achieve in this short film I directed for Chanel, in celebration of Chanel No. 5 L’Eau, to close out the year and set a bar for my further exploration into film in 2017.

Watch it exclusively at i-D HERE.

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DIRECTED BY MARGARET ZHANG

STARRING ROSIE COPPINI @ Chic Management

CINEMATOGRAPHY NICOLE COOPER

PRODUCED BY SAMANTHA BENNETTS

COLLABORATIVE ARTIST LANI MITCHELL

MAKEUP BY VICTORIA BARON FOR CHANEL

HAIR BY ALAN WHITE

SOUNDTRACK BY BEDE BENJAMIN- KORPORAAL

ASSISTED BY ARIANE KHALIL

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