A brand reading
Chanel.
Lover Desire as craft.
Coco Chanel built a brand on the proposition that elegance is a form of self-respect. The Lover treats beauty as a serious vocation, not a frivolity. Every campaign since (Lagerfeld, Viard) has run on the same axis.
The five-layer reading.
- 01 Motivation
- Lover. Desire as craft.
- 02 Mind
- INFP
- 03 Temperament
- Sanguine
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Aesthetic-led, devoted, sensorial. The brand is what it is at the level of craft, not at the level of campaign.
Famous spot
No. 5: The Film, 2004