Chanel Coco Mademoiselle: Not so Elegant
Posted by Rosepixie on May 26, 2010
This is a magazine ad for Chanel Coco Mademoiselle, a perfume.
Chanel is a very famous French fashion line started by a very famous designer named Coco Chanel, so it makes sense for them to name one of their fragrances after their famous designer. What I don’t understand is the image paired with the fragrance here. Coco Chanel was famous for her simple elegance, which was something of a revelation to the fashion world. She basically invented the “little black dress” and her suits were classic (updated versions of her suit designs are still staples of the fashion house’s offerings even today). She’s legendary even beyond the fashion world (how many fashion designers have picture book biographies written of them?).
And no company is in a better position to evoke her memory than Chanel itself. They could have put a model in one of their signature suits, so like the ones she wore but with a slight modern twist. Or dressed one in a little black dress with strands of pearls. Elegance and simplicity – modern and classic all in one perfectly tailored and accessorized package.
But they inexplicably chose to pair the fragrance named for this legendary designer with a nude model posing with a mens’ shirt draped across her lap and a mens’ hat clutched to her chest (oh, and jewels, because she’s clearly a high class girl). I can’t figure it out. It’s just about the last thing I would have chosen to evoke Coco. Maybe a tree or a vampire bat would have been lower on the list, but this would be pretty far down.
The only explanation I can come up with is that they wanted to covey the idea of sex appeal and for some unknown reason the only way advertisers seem to know how to do that these days is through having naked (or mostly naked) girls in their ads. And sometimes that works for the product, but part of advertising is matching the ads to the product and in that respect I think this particular ad fails spectacularly. Sorry, Chanel, but this is not a perfume I’d buy based on this ad. I’d love to feel like I have a little piece of Coco’s elegance, but if this is what that perfume evokes, it’s not going to help me with that goal.