To mark the extremely anticipated launch of CHANCE EAU SPLENDIDE, CHANEL’s latest perfume creation, I had the uncommon privilege of an unique dialog with Thomas du Pré de Saint Maur, World Director of Artistic Sources for Perfume & Magnificence at CHANEL. This distinctive encounter felt like a stroke of luck, completely in tune with CHANEL’s philosophy of boldly shaping one’s future and embracing alternative with authenticity and aptitude. On this fascinating interview, Thomas shares his inspiring perspective on creativity, CHANEL’s timeless legacy, and the fascinating story behind the selection of Angèle because the face of this new olfactory chapter—a uncommon immersion right into a world the place emotion, want and wonder are intimately entwined.
The Interview
LuxuryActivist (LA):Your profession appears to have at all times been guided by a deep sensitivity to artwork, literature and aesthetic feelings. Wanting again in your private story, was there a second, a gathering, or an “inventive shock” that considerably influenced your artistic imaginative and prescient? Thomas du Pré de Saint Maur (TDPDSM): I used to be very lucky to be born when youngsters weren’t but left in entrance of screens. My mother and father had been fantastic, but additionally a little bit demanding. They had been dedicated to taking my two brothers and me on journeys, particularly to museums. They held the assumption that civilisation is what issues most for the world to perform effectively. That in all probability formed me greater than something. Past what I noticed, it was extra about letting oneself be carried by what the world has to supply, by magnificence, and realising that every one of this actually constitutes civilisation. I sincerely imagine that, in right now’s world, this notion of civilisation is among the final defences now we have left. There have been additionally pivotal moments, like discovering Greece—a rustic I deeply love. My mother and father, enthusiastic about Hellenism, took me there at a really younger age. Standing earlier than the fantastic thing about Greek artwork, in entrance of a sculpture carved 2,500 years in the past, and feeling a shared humanity with the determine was a placing expertise. These moments, gathered over time, guided me alongside this artistic path.
LA: Is there a selected conviction, born from this expertise, that you simply maintain shut in your strategy at CHANEL? TDPDSM: I imagine CHANEL is the model that greatest embodies the French spirit. This French spirit is a civilizational preferrred, with universality at its core. France is a unprecedented nation—it authored the Declaration of the Rights of Man, gave start to the Grand Siècle, that period of absolute order. This sense of order, which could be seen, as an illustration, within the French formal backyard, is essential as a result of it nonetheless permits for full freedom of expression. Gabrielle Chanel admired that interval deeply—it defines French classicism. She stays a singular and admirable reference to at the present time. Nietzsche as soon as stated, “The French spirit is mild, free and profound”—a definition I discover significantly stunning and consultant of CHANEL. If somebody known as me to say, “Thomas, what you’re doing may be very basic,” I’d sincerely reply: “Thanks!” Being basic right now is sort of revolutionary, as a result of it means resisting the tyranny of developments.
LA: Gabrielle Chanel believed deeply in future, but insisted one should actively create one’s luck. How do you protect that delicate steadiness between respecting the previous and the fixed want for innovation? TDPDSM: I imagine that respecting heritage means, at the beginning, retaining what is nice and letting go of what now not serves us. Respecting CHANEL ought to by no means imply adopting a inflexible or anxious stance that seeks solely to protect in any respect prices. We should have a look at the model and ask: what should we hold to maintain it alive? What’s now not related should be modified, with out hesitation. In an interview with Jacques Chazot three days earlier than a vogue present, Gabrielle Chanel stated: “If I had the time, I’d do it yet again.” This fixed demand to reevaluate our creations is crucial. We should protect the thought fairly than its expression in order to not change into imprisoned by it. With out such vigilance, we danger turning into a caricature of ourselves. It’s like these aged individuals who nonetheless costume like their grandchildren, not realising time has handed. The true query is whether or not now we have one thing new to say, a brand new perspective to share, as a result of the world is continually altering. At this time, we should determine abilities who nonetheless embody that sense of steadiness, concord, and symmetry distinctive to CHANEL, however via contemporary faces. This evolution should occur with out worry, as a result of CHANEL is a model that conjures up belief. We should embody one thing secure and reassuring, continuously conscious that we’re a part of a extra vital legacy: the French spirit.
LA: How would you outline your position at CHANEL? TDPDSM: My position is to create tangible and emotional parts that permit folks to grasp what CHANEL stands for clearly. I describe this as model storytelling. My job is to construct an expertise that folks can see, contact, and really feel. In a method, I compose a rating from which numerous abilities can carry out. Generally, a single expertise carries a mission, like a movie. Different instances, we orchestrate a real polyphony—mixing occasions, retail experiences and extra. It’s each thrilling and an excessive amount of enjoyable.
LA: Expertise is on the coronary heart of the launch of CHANCE EAU SPLENDIDE, signed by Olivier Polge. How do you help such a complicated creation from the preliminary thought to its official launch? TDPDSM: It’s a really assorted and natural course of. Every factor follows its rhythm: packaging requires a protracted industrialisation part, whereas promoting and occasions function on a lot shorter timelines. The primary artistic gestures usually seem spontaneously; you possibly can’t inform who created them. CHANEL at all times carries this mysterious and vibrant dimension, which is unpredictable and completely completely different from something I’ve identified elsewhere.
LA: Translating an olfactory emotion is a fancy activity. Do you at all times handle to specific exactly what you’re feeling? TDPDSM: We’re not at all times delighted, however managed dissatisfaction is usually a highly effective driver. A luxurious product should be completely executed: artistic, bold, and top quality. However past that, it should evoke a strong and private emotion. Sporting CHANCE, for instance, isn’t merely about selecting a inexperienced, fruity or floral word. It’s about embracing one thing that goes far past the product itself. Luxurious fuels the need to expertise one thing extra vital—it awakens deep longings, pushing us towards boldness and the unknown.
LA: To embody this new chapter of CHANCE, you selected Angèle—a muse who’s each daring, up to date, and genuine. How does a persona like Angèle assist amplify and even reinvent the emotional message carried by a perfume? TDPDSM: Angèle completely embodies the spirit of CHANCE as a result of she exudes authenticity, boldness, and freshness—all important to what we wished to specific. Selecting Angèle was additionally about want—I genuinely wished to work along with her. In our work, you should be surrounded by folks you genuinely admire. Angèle writes, composes, and performs with uncommon power and sincerity. She superbly expresses the thought of frightening her luck, of actively seizing alternative. I had already labored along with her on a mascara marketing campaign and located her extremely fascinating and provoking. With CHANCE, we wished somebody who might embody the perfume strongly and individually. Traditionally, CHANCE advised extra of a collective story—a form of “woman band.” However with CHANCE EAU SPLENDIDE, we wanted a singular persona, an actual presence. Angèle has that uncommon stature, including larger depth to our narrative. When she talks about her profession, she speaks of her willpower—how she pushed via doorways and created her personal luck. That’s exactly the philosophy we wished to spotlight with this perfume. My grandmother used to say, “Life will not be a rehearsal.” Angèle completely embodies that spirit of seizing the second, daring to take dangers when the possibility presents itself. This youthful power, filled with daring and spontaneity, makes Angèle the best ambassador for CHANCE.
LA: Talking of muses, what are the important thing standards for outlining the best ambassador for CHANEL, in your opinion? TDPDSM: The important thing criterion is sincerity and mutual want to collaborate. It’s important that the ambassador genuinely needs to cooperate with us, past any transactional issues. There must be a real human and emotional connection, an genuine and robust bond. This loyalty is crucial as a result of it creates actual and significant tales that resonate deeply with our prospects. Take Vanessa Paradis, as an illustration. She’s been with us because the early Nineteen Nineties, which reveals a wonderful consistency and coherence in how we signify female magnificence. Once I first joined CHANEL—overseeing watches and superb jewelry—my best obsession was creating a brand new marketing campaign with Ali MacGraw, who had embodied N°5 within the Sixties. I ultimately satisfied her to look in an advert for the J12 watch, fifty years after her first look for CHANEL. These tales of loyalty are, in my view, deeply shifting and significant. Additionally they mirror a form of ethical dedication to our purchasers: if we stay loyal to our ambassadors, we show that we’re devoted to our imaginative and prescient of magnificence and to the ladies who make investments their hopes in CHANEL. Continuity, respect for historical past, and values are elementary when defining the best ambassador for CHANEL.
LA: Lastly, what might we sincerely want you for the long run? TDPDSM: To maintain enjoying. At CHANEL, I’ve the extraordinary privilege of seeing my job as a type of play. A accountable, considerate form of play—however not an excessive amount of. At all times stimulating. Preserving that feeling is what I want for many.
To conclude,
This unique encounter with Thomas du Pré de Saint Maur leaves us with deep admiration for the person behind CHANEL’s extraordinary creativity. Thomas comes throughout as a real visionary, profoundly attuned to artwork and endowed with a uncommon mental finesse. His solutions reveal a passionate persona, dedicated to preserving the refined steadiness between heritage and modernity. His sharp understanding of CHANEL’s core values and his means to translate emotion into tangible experiences make him a real artistic conductor inside the demanding world of luxurious. His beliefs are crystal clear: luxurious should awaken want, create which means, and stay true to authenticity.
By selecting Angèle as the brand new face of CHANCE EAU SPLENDIDE, Thomas completely demonstrates his means to seize the spirit of the instances whereas remaining true to the Maison’s deep-rooted id. This launch brilliantly displays his philosophy that creating one’s luck isn’t a matter of probability, however a brave and deliberate act. Thomas additionally reminds us that class and loyalty to sturdy values are important in a world usually dominated by the fleeting. Following this enlightening dialog, one factor is certain—CHANEL’s creativity has by no means been left to probability. Now it’s our flip to grab this treasured alternative to be daring—for essentially the most unbelievable luck is at all times the one we select to embrace.
José Amorim The knowledge on this article was researched and compiled solely for LuxuryActivist.com. All content material is protected by copyright and might not be reproduced, distributed, or transmitted with out prior written permission. Photos are courtesy of CHANEL.
