Once upon a time, on a summer trip with friends to Monte Carlo in 1921, Gabrielle ‘Coco’ Chanel, already leading the Parisian fashion scene, was inspired to create a fragrance.
A pioneer of contemporary perfume, Ernest Beaux, who had worked for the court of the Russian tsar, was asked to design a scent that resembled the various facets of Mademoiselle Gabrielle herself. It would be luxurious and seductive, modest and sensual, memorable yet light.
Legend has it that Gabrielle chose the fifth fragrance sample created by Beaux, to which she added copious jasmine. From continent to continent the name N°5 needed no translation, which was convenient because it became the best-selling fragrance worldwide.
At the liberation of Paris, American soldiers lined up outside the Rue Cambon Chanel store so they could return home with a bottle of the fragrance for their lovers. Asked what she wore to bed in 1952, Marilyn Monroe replied: ‘Just a few drops of Chanel N°5.’ The fragrance achieved legendary status. Considered a design icon of the 20th century, the bottle was exhibited at MoMa in 1959 and starred in Andy Warhol’s work in the 1980s.
Fast-forward to today and Chanel is turning the iconic N°5 bottle a fiery red for the festive season. To celebrate, five giant fragrance bottles will be installed across London, beginning with a Berkeley Square debut on 12 November. They will subsequently appear at Bond Street, Spitalfields, Duke of York Square and in Covent Garden, so get ready to hunt them all down (using the map above as you go). They will surely be among the most Instagrammable spots in the city this Christmas.
Chanel N° 5 eau de parfum limited edition, £130 (chanel.com)
Illustration by Fin Fellowes
