Since its creation back in 1921, a long line of femme fatales such as Catherine Deneuve, Lauren Hutton, and Nicole Kidman have leant their visage to Chanel’s iconic perfume, No. 5. So naturally, it came as quite a surprise and an unprecedented maneuver when Brad Pitt was enlisted as the new face of No. 5.  The recently debuted commercial, directed by Joe Wright (Anna Karenina, Atonement), showcases a wistful Pitt cooing: “The world turns and we turn with it, […] dreams take over.  But wherever I go, there you are.”  Chanel No. 5 has stood the test of time, being the world’s most popular and best selling fragrance*. Thus Pitt’s last susurration, perhaps, is meant to remind us of the link between scent and memory; countless women have boastfully worn No. 5 leaving its scent a mere erasure to any distinct memory besides No. 5 itself.  Truly inevitable.

 *watch the first installment of “Inside Chanel” for the fascinating history of the perfume

by Michael Costa