Notes of Confidence

Master perfumer Olivier Polge on the bold new Bleu de Chanel L'Exclusif and why the future of fragrance lies in complexity, not convention.

- By OJAS KOLVANKAR

As I arrive in Bangkok, I'm immediately greeted not only by the city's electric rhythm, tuk-tuks darting through traffic, the aroma of street food and neon lights glinting off golden temples, but also by billboards bearing actor Timothée Chalamet's striking visage. At every traffic light, dramatic contrasting images in black and white, with flashes of electric blue, catch my eye. These are from a recent campaign film directed by the legendary filmmaker Martin Scorsese for the new Bleu de Chanel L'Exclusif.

The launch venue is buzzing with energy as select Asian content creators, media professionals and perfume aficionados gather. At one end of the room stands the brand-new perfume in a bold, cuboid bottle, as Bangkok's cityscape of ancient temples juxtaposed with skyscrapers acts as the perfect backdrop. Yet, this isn't merely a product launch in an exotic locale for visual appeal. It signals something deeper: Chanel's increasingly inclusive approach to luxury. And, as I look around, it becomes clear why a 113-year-old French luxury fashion house chose to host the launch of its new product in Asia.

This strategic choice follows a pattern of meaningful engagement. Just last year, Chanel brought its music and lifestyle event, the Summer Tour, to Thailand for the first time, building on the momentum from its Cruise 2018-'19 showcase collection, which took place along the Chao Phraya River in Bangkok. The commitment to the region was further solidified when the maison announced Indian actor Ananya Panday as its brand ambassador in April.