Share the Fantasy

In Fritz Allhoff, Jessica Wolfendale & Jeanette Kennett (eds.), Fashion - Philosophy for Everyone: Thinking with Style. Wiley. pp. 70–87 (2011)
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Abstract

This chapter contains sections titled: Chanel No. 5 and Perfume Fashions Coco Mademoiselle Ads Male Perfume Ads Celebrity Perfumes by Women of Color Perfume Aesthetics, Erotics, and Ethics Resisting the Fantasy: Erotics and Commodity Fetishism.

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perfume advertising, fashion and desire, sharing the fantasy ‐ scent, evocative senses   perfume ads, linking fragrance to lifestyle ‐ showcasing luxurious settings and erotic scenarios   perfume marketing ‐ carefully planned, and expensive   perfume marketing, shifting from professional models ‐ to film or music stars, as the “face” chosen to front their new products   perfume advertising, for tracing ‐ changing styles in perfume fashion   Chanel's distinctive video campaigns, its two signature scents ‐ Chanel No. 5 and Coco Mademoiselle ‐ Chanel No. 5, a classic of the old school   fashions and perfumes, trends ‐ the 1970s ultra‐potent smells like Opium, to the “clean” 1980s unisex scents, like Calvin Klein's Eternity   Chanel perfume movies, by Luhrmann and Jeunet ‐ mini‐narratives of romance ‐ Chanel mini‐films for No. 5, form of standardized control over female desire   celebrity perfumes by women of color – perfumes aimed at, featuring women of color   consumers, a level of sophistication

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9781444345568   9781405199902

DOI

10.1002/9781444345568.ch5

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Cynthia Freeland
University of Houston

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