%0 Journal Article
%T All I want is you. Between brand refreshment and paradigm shift – Chanel No 5 in the 21st century
%A Kaczor, Katarzyna
%J Media Biznes Kultura
%V 2023
%N Numer 2 (15) 2023
%P 45-63
%K Chanel, branding, advertising, 21st century popular culture, Buz Luhrmann
%@ 2451-1986
%D 2023
%U https://ejournals.eu/czasopismo/media-biznes-kultura/artykul/all-i-want-is-you-between-brand-refreshment-and-paradigm-shift-chanel-no-5-in-the-21st-century
%X The subject of the article is to show the cultural change that has occurred in terms of the created pattern of femininity in the Chanel No 5 perfume advertisements realized by Baz Luhrmann. The purpose of the research was to trace the mechanisms of evolution of the images represented by Nicole Kidman and Gisele Bündchen, who are the faces of Chanel No 5, taking into account the aspect of the iconic identity of the brand. Conclusions were formulated in the context of cultural studies.