Jacob Elordi has been announced as the new ambassador for Bleu de Chanel, starring in a campaign film directed by five-time Academy Award winner Alfonso Cuarón.

How this affects you

This collaboration signals a significant strategic shift for Chanel's fragrance marketing, moving towards a more dynamic and cinematic approach with high-profile talent to capture a broader, globally-minded audience and refresh the brand's perception. The move highlights the increasing importance of filmic narratives and celebrity endorsements in global luxury branding.