Already famous for the totally innovative spirit she instilled in fashion, Gabrielle Chanel overturned the codes of perfumery by launching, in 1921, a revolutionary perfume: No. 5. The unprecedented richness of its composition, in opposition to the sobriety of the bottle and the confusing simplicity of its name, irreparably old-fashioned everything that preceded it, and gives the world a lesson in modernity. Considered an icon of the 20th century, the best-selling perfume in the world paved the way for the olfactory style of all Chanel perfumes. Around its values of luxury and simplicity, a brand image has been built which rests on the coherence of all the visual elements that surround the fragrances. Colors, graphics, but also photos and advertising films to which the biggest names in photography and cinema lend their talent, to stage a universe of creativity and seduction.