Manthe by Harley Weir for The Fifth Sense campaign, Global Manthe by Harley Weir for The Fifth Sense campaign, Global
Christine by Harley Weir for The Fifth Sense campaign, Global Christine by Harley Weir for The Fifth Sense campaign, Global
Momo by Harley Weir for The Fifth Sense campaign, Global Momo by Harley Weir for The Fifth Sense campaign, Global
Zariya by Harley Weir for The Fifth Sense campaign, Global Zariya by Harley Weir for The Fifth Sense campaign, Global

Smells like teen spirit

14 : 11 : 2016 Chanel : Anti-authenticity Marketing : The Fifth Sense

Global – Harley Weir captures five women who define the characteristics of Chanel No 5.

  • Luxury brands are using the fragrance and accessories categories as key platforms to engage with Gen Viz
  • Five films take viewers from Paris, Tokyo, Los Angeles, Johannesburg and Berlin

i-D has commissioned the film-maker to capture ‘strength, identity, desire, drive and depth’ as essential qualities that define the luxury fragrance in the latest stage of The Fifth Sense campaign.

Each of the women chosen to represent No 5 are influencers at the beginning of their creative careers. Poet Zariya Allen, who embodies Desire, gives insights into the mind of a young woman on the cusp of adulthood, with a journey across Los Angeles’s beaches and highways, for example.

Earlier in September the first iteration of The Fifth Sense was launched with Mirror Maze, a multidimensional art installation, which also celebrated the scent. ‘The industry is beginning to understand that the luxury consumer is a multifaceted being,’ Pia Stanchina, luxury consultant, tells LS:N Global. ‘It’s embracing people outside the traditional definition of the perfect luxury consumer.’

The Big Picture

The concept of luxury is under attack as consumers demand a more inspiring vision that goes beyond elitism and heritage. For more, book your tickets to the Luxury Futures Forum 2016.

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