FENOMENI / PHENOMENA 70 | Jubilej » Jubilee LUXURY AND T R AD I T I ON Chanel No. 5 – the first 100 years As someone who was fascinated by cleanliness and the number 5, Gabrielle Coco Chanel first boldly redesigned the women's wardrobe, then, in 1921, created a perfume that has become a timeless classic Coco grewup in a convent orphanage, where the smell of the soap was forever etched into her memory. During the period when she ventured into fashion waters and began moving in the elite circles of wealthy women, she was repulsed by the unpleasant odours spreading around her. This was a time when perfumes with refreshing notes of citrus and bergamot didn’t yet exist, courtesans smelled of jasmine and wealthy ladies had a heavy musk scent. By the time the cult perfume was created, Garbielle was already a respected designer and owner of several boutiques in France. Scents composed of a single floral fragrance were then the standard, but Coco wanted more. As she once said: “In order to be irreplaceable, one must always be different”. She thus sought an artificial scent, neither rose nor lily-of-the-valley. Sophisticated and educated perfumer Ernest Beaux embarked on the adventure of creating a perfume that had a refreshing fragrance that lasts. It is rumoured that he achieved this by accidentally adding more aldehyde, which otherwise smells like soap, imbued with jasmine, rose, sandalwood, vanilla and other flowers. And it was precisely that soap scent undertone that enchanted Coco and the entire world. This perfume consists of 80 different fragrances, making it unique, recognisable and inimitable. Fresh and clean. That's how everyone wants to smell. One 30 ml bottle of No. 5 contains, among other things, 1,000 jasmine flowers grown by Joseph Mul, the largest flower producer in Grasse. His family has FOTO: Profimedia.rs / Roger-Viollet / Roger Viollet