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For this project, everything stems from a fascination with the product's pure geometry.
To us, Chanel's La Crème Main possesses such a singular ovoid shape that it transcends its status as a mere cosmetic product to become an abstract object, almost like a monolith. From there, the creative process unfolded quite instinctively; we wanted to remove this object from its usual context and place it in a state of weightlessness within a dreamlike universe.
We also wanted to playfully stretch the identity of Maison Chanel. Moving away from the classic, heavily black-and-white iconography we all know, we chose to borrow from the codes of digital surrealism and vaporwave aesthetics. By using iridescent materials, we gave it a pop and futuristic dimension, while maintaining a resolutely premium execution nourished by art history.
Many will recognize a direct nod to René Magritte’s Golconda in the multiplication of the levitating product. Others will read a composition built on confrontation: the smooth, immaculate, and abstract perfection of the product faces the concrete, earthy reality of the stone, its sheer materiality.
Obviously, this is deliberately irreverent, but we would rather call it a 'respectful irreverence,' given how much we admire the fabulous work Irving Penn created for Chanel over many years. Ultimately, the result speaks for itself: a visual clash between the heritage of a historic house and the aesthetics of a contemporary reverie, a modern exploration playing on dissonance.
