The liberation continues in the fashion world, with Chanel announcing Brad Pitt as the new face of the No. 5 fragrance—a concoction created in 1921 by Ernest Beaux for Coco Chanel. Whether this is a nod to absolute gender equality or a bold advertising strategy, the French fashion house has made another first in its 90-year history for tapping a man to front the world’s best-selling women’s fragrance.
The 48-year-old actor, who will follow the footsteps of former No. 5 faces Nicole Kidman and Audrey Tautou, is set to start shooting for the advertising campaign in London this week. Although no details have been divulged, we’re expecting the images and commercial to arrive this Fall.
With such a game-changing move on the part of Chanel, it comes as no surprise that they have reportedly paid a seven-figure sum for the actor. The Sun reports that Pitt will actually be paid £1million—roughly $1.6 million—though this hasn’t been confirmed yet.
Although Pitt remains a formidable force in Hollywood, we can’t help but feel a little baffled at Chanel’s strange selection. Besides stirring the wits out of everyone in fashion, could the label be hinting at a No. 5 fragrance for men?