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FACTORY 5 COLLECTION: LES INCLUSIFS DE CHANEL



Perfume can be pompous. The industry loves promoting exclusivity, which can be problematic in times when consumers are more impassioned by inclusivity. I'm not suggesting this was a deliberate move by Chanel to be more inclusive, but I appreciated the accessible nature of Chanel's recent "Factory 5" capsule collection. A collection of 17 products was launched to celebrate the centenary of No. 5. Some critics declared the collection tacky and not befitting a milestone so significant. Chanel could have easily launched a numbered edition of bottles in bejewelled Bacarrat crystal, to the sound of 30,000€. Many of Chanel's competitors have done this already. Instead Factory No 5 was a Warhol-esque experience that transformed everyday household items into a collectable N5 item. It was fun, lighthearted and was a reminder of Coco Chanel's bold decision to depart from packaging trends in the early 1920s. Instead of choosing an embellished Art Nouveau inspired bottle she opted for a simple, laboratory-inspired bottle. It was shocking at the time but would become the epitome of Art Deco design in a few short years.


Yes, this collection was still relatively limited edition, and sold out quickly around the world but there was enough stock and all prices were under A$200. It felt like an invitation to everyone, not just a a privileged few, to celebrate the legend that is Chanel No. 5. If you missed the party, resellers are currently rife on Ebay...grrr!




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