Returning to the ‘rebel heart’ of its founder, Chanel is embarking on an exciting new chapter of fragrance and design inspired by the early years of Gabrielle Chanel. The campaign seems to be geared to attract more of the free spirited, rebellious Millennial generation to the brand.
An Inside Chanel film, released yesterday, entitled ‘Gabrielle, a Rebel at Heart’ explores the early influences of the iconic designer, who is credited with freeing women from the constraints of corsets into a brave new world of clothes which combined elegance with comfort and ease.
The two major launches of the Gabrielle campaign will be a fragrance line (the company’s first new fragrance pillar in 15 years according to industry bible WWD) and a handbag design.
Gabrielle Chanel eau de parfum is scheduled to make its debut in June in Chanel boutiques and on the official Chanel website before rolling out to other Chanel retail outlets. Information disclosed at this point reveals it to be an ‘abstract floral’ created by Chanel Fragrance Creator Olivier Polge.
First seen on the catwalk last October, the Gabrielle handbag is due to reach stores in March.
The Moodie Davitt Report will keep you updated with information on the launch of Gabrielle Chanel eau de parfum as details become available.
