Chanel Chance Eau ViveCouture hits the alley.
Chanel launches the new fragrance Chance Eau Vive which belongs to the Chanel Chance collection and arrives on the market on June 12th 2015.
Thanks to Chanel, bowling has become chic, and especially when instead of lugging around bowling balls, beautiful women are bowling with the round bottles of Chance Eau Vive. This is how photographer Jean-Paul Goude has decided to immortalize the latest addition to its Chance line of fragrances. This isn’t the first time that the world-renowned photographer, illustrator and advertising film director has masterminded a Chanel campaign, he was also involved in numerous of these including some for Egoïste, Coco Chanel and some fragrances from the Chance line.
Chance Eau Vive is the first Chance fragrance concocted by Olivier Polge, who weaved his magic in the Chanel lab once before with Chanel Misia at the beginning of the year. The fourth addition to the acclaimed range, the new scent opens on light notes of blended grapefruit and explosive blood orange, which later give away the jasmine, white musk and cedar at the base to create a revitalising and playful scent. With a splash of zesty and floral highlights, the new youthful scent will no doubt become a favourite among many for its refreshing subtlety. The collection was started with fragrance Chanel Chance in 2003, followed by versions Chanel Chance Eau Fraiche in 2007 and Chanel Chance Eau Tendre in 2010.
The film reflects the fragrance, putting a spin on the classic feminine Chanel Chance and celebrates female friendship and the force of the determined woman of the 21st century. Goude chose to feature Rianne Van Rompaey as a beautiful and daring woman at the centre of it all, ready to take the lanes and face any challenge, in this case breaking into the team of Chance angels. The action unfolds in an fantasy bowling alley, which you could almost imagine sitting on a cloud somewhere, where the young protagonist grabs a bottle of Chance Eau Vive and sends it down the aisle for a strike. She is instantly accepted and cheered by the other Chance girls, who immediately join in the fun and take to the lanes together.
A prominent creative virtuoso, Jean-Paul Goude associated the storied sport with couture, specifically the drop-waist “tutu” from the Spring ’15 collection. “I used the bowling posture, which I find beautiful. It’s almost like an arabesque in ballet,” he said of the print ad. “It’s a great way of showing the clothes and the style.”
Chance Eau Vive will be available for purchase on June 12 in Chanel points of sale, as well as from authorized retailers, as a 50ml bottle for around €71 or a 100ml bottle for around €102. It is already available in advance at the Chanel Beauté store located at 382 rue Saint-Honoré in Paris.