Saks Fifth Avenue and Chanel are celebrating the launch of the new Chanel N˚5 campaign today in an extravagant way that would make Coco proud. The most iconic of Avenues – 5th Avenue – is being renamed Avenue N˚5 from May 2 – 10.
When Chanel N˚5 was first released, it made its debut on May 5th (5.5). I thought that Mlle. was so clever to have the date match her signature fragrance. Today, not only is Chanel N˚5 launched on the same day (eighty-eight years to the day), but renaming 5th Avenue – a street synonymous with fashion, luxury and elegance – is too clever!
“In our celebration of Chanel N˚5’s newest camapaign, we wanted to recognize Chanel’s longstanding relationship with Saks and engage our customer in the fragrance with a complete visual fantasy. We are even more delighted that the city is joining us in recognizing Chanel.” says Ron Frasch, President and Chief Merchandising Officer, Saks Fifth Avenue.
This is not just a marketing scheme – it’s official. The City of New York has officially declared May 5, 2009, Chanel N˚5 Day. To show their gratitude, Chanel and Saks Fifth Avenue and have partnered to create a new arts program P.S.5, the Ellen Lurie Elementary School. The funds will be used to create after school programs & supplies and fund field trips to museums and cultural institutions. This too, is completely true to Coco Chanel’s philosophy as she was an avid supporter of the arts.
“We are honored to partner with the city of New York and Saks Fifth Avenue to name May 5th ‘Chanel N˚5 Day,’” says John Galantic, President and COO of Chanel, Inc. “We are pleased to share the excitement of this iconic product with New York on this symbolic day in our brand’s history.”
If you’re in NYC you must check out the Saks Fifth Avenue – the windows and the interiors are getting a lots of visual treatment. The 17 windows along Avenue N˚5 will feature still shots from the Chanel N˚5 film Train de Nuit (starting Audrey Tautou) along with pieces from the current Chanel ready-to-wear collection. If I were in NY I would definitely take a stroll down Avenue N˚5 - while wearing Chanel N˚5 on Chanel N˚5 day.
I now have a new favorite holiday – HAPPY CHANEL N˚5 DAY!!