Thought out like a designer-dress, N°5 was the first “abstract” fragrance. Unlike the fragrances in fashion at the time, which often suggested a single “figurative” scent like rose, jasmine or lilac, N°5 had no identifiable dominant note among the eighty ingredients that made up its composition.
New and audacious, N°5 evoked a mysterious flower. This olfactory revolution succeeded in outmoding all other fragrances. If Mademoiselle Chanel conceived her N°5 to be a manifesto, she also carefully and intentionally decided on its stark name, once again defying conventions of the time with just a simple laboratory sample number, which also happened to be her lucky number.
The same minimalist rigor was applied to the N°5’s visual presentation, with its squared edges and clean graphic lines, it was slid inside white gros-grain packaging edged with black, which echoed the pure lines she used in her fashion creations.