Chanel has named Jacob Elordi as the new face of Bleu de Chanel, marking a new chapter for one of the brand’s most recognizable men’s fragrances. Launched in 2010, the scent has become a core pillar of the house with strong global visibility.
The new campaign featuring Elordi is set to debut in May 2026, continuing Chanel’s long-standing approach of merging fragrance with cinematic storytelling. While the strategy of building a fragrance universe through visual expression remains intact, a subtle shift in tone is beginning to emerge.
Elordi first gained widespread recognition through The Kissing Booth and went on to establish an international presence with his role in Euphoria. Since then, he has moved beyond the framework of teen stardom, gravitating toward more complex and introspective characters.
In Saltburn, he portrayed a character defined by both privilege and underlying tension, while in Priscilla, he embodied Elvis Presley with a restrained and internalized charisma. He is also set to appear in upcoming projects such as Frankenstein and Wuthering Heights.
This ability to oscillate between strength and restraint closely aligns with the vision of masculinity that Bleu de Chanel has consistently explored.
Thomas du Pré de Saint-Maur, Global Creative Resources Director for Fragrance and Beauty at Chanel, commented on the casting: “I have been following Jacob Elordi’s career for several years, since Euphoria. He perfectly embodies Bleu de Chanel, expressing freedom, mystery, magnetism, and a masculinity that blends modernity with a certain classic elegance.”
Elordi is no stranger to Chanel’s cinematic universe. He previously appeared alongside Margot Robbie in a film created for Chanel N°5. In addition, Bleu de Chanel has historically featured actors such as Gaspard Ulliel and Timothée Chalamet, each representing the evolving image of masculinity across different eras.
Speaking on his appointment, Elordi expressed his perspective: “I feel that Bleu de Chanel has a strong connection to cinema. The filmmakers and actors who have collaborated with the house before me are people I deeply respect and admire. Being able to become part of this story is an honor.”
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