Chanel introduces 1957 L’Extrait de Parfum with Jung Kook, House Ambassador for Fragrances and Beauty. The BTS member appears in a new campaign dedicated to the fragrance and joins Chanel In House Perfumer Creator Olivier Polge for a conversation about its composition, inspiration and connection to Gabrielle Chanel.
FRAGRANCES
The campaign marks Jung Kook’s first major fragrance project following his appointment as Chanel ambassador in December 2025. Through film and campaign imagery, the singer explores 1957 alongside Polge, bringing his perspective into a fragrance closely linked to an important chapter in Chanel history.
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One film places Jung Kook and Polge in conversation as the perfumer explains the ideas behind 1957 and its relationship with skin. Their discussion examines the fragrance through its materials and character, allowing Jung Kook to respond to the composition as he learns about its origins.
Another part of the campaign turns toward Jung Kook and his own career. He reflects on significant personal moments and considers a date that carries particular meaning for him. He also chooses a song from his discography that he associates with 1957, connecting his musical work with the ideas Chanel explores through the fragrance.
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The name 1957 refers to the year Gabrielle Chanel received the Neiman Marcus Fashion Award in Dallas. Chanel also connects the number to two additional references: 19 represents Gabrielle Chanel’s date of birth, while 57 refers to the street number of the largest Chanel boutique in the United States, located in Manhattan.
Chanel developed 1957 L’Extrait de Parfum as a richer interpretation of the existing 1957 Eau de Parfum. The House describes the L’Extrait as an amber, musky and floral composition. Neroli and iris pallida meet a cedar and musk accord, followed by vetiver and sandalwood. The higher concentration gives the fragrance greater intensity while maintaining the identity associated with 1957.
The original 1957 Eau de Parfum belongs to Les Exclusifs de CHANEL and combines neroli and iris with cedar, musk and soft white musk notes. The L’Extrait enters Les Extraits de CHANEL, where Chanel presents fragrance in a concentrated format designed for direct application to pulse points. Its presentation follows the codes of the Les Extraits collection. Chanel places the bottle inside a faceted case and includes a precision cutter for removing the cotton thread that seals it.
Jung Kook gives Chanel a contemporary figure through which to introduce this new interpretation of 1957. His conversation with Polge keeps the focus on fragrance while bringing music, personal memory and his new ambassador role into the campaign.
