(Version Française originale ici)
To mark the highly anticipated launch of CHANCE EAU SPLENDIDE, CHANEL’s newest fragrance creation, I had the rare privilege of an exclusive conversation with Thomas du Pré de Saint Maur, Global Director of Creative Resources for Fragrance & Beauty at CHANEL. This unique encounter felt like a stroke of luck, perfectly in tune with CHANEL’s philosophy of boldly shaping one’s destiny and embracing opportunity with authenticity and flair. In this captivating interview, Thomas shares his inspiring perspective on creativity, CHANEL’s timeless legacy, and the fascinating story behind the choice of Angèle as the face of this new olfactory chapter—a rare immersion into a world where emotion, desire and beauty are intimately entwined.
The Interview
LuxuryActivist (LA): Your career seems to have always been guided by a deep sensitivity to art, literature and aesthetic emotions. Looking back on your personal story, was there a moment, a meeting, or an “artistic shock” that significantly influenced your creative vision?
Thomas du Pré de Saint Maur (TDPDSM): I was very fortunate to be born when children weren’t yet left in front of screens. My parents were wonderful, but also a little demanding. They were committed to taking my two brothers and me on trips, especially to museums. They held the belief that civilisation is what matters most for the world to function well. That probably shaped me more than anything. Beyond what I saw, it was more about letting oneself be carried by what the world has to offer, by beauty, and realising that all of this truly constitutes civilisation. I sincerely believe that, in today’s world, this notion of civilisation is one of the last defences we have left.
There were also pivotal moments, like discovering Greece—a country I deeply love. My parents, passionate about Hellenism, took me there at a very young age. Standing before the beauty of Greek art, in front of a sculpture carved 2,500 years ago, and feeling a shared humanity with the figure was a striking experience. These moments, gathered over time, guided me along this creative path.
LA: Is there a particular conviction, born from this experience, that you hold close in your approach at CHANEL?
TDPDSM: I believe CHANEL is the brand that best embodies the French spirit. This French spirit is a civilizational ideal, with universality at its core. France is an extraordinary country—it authored the Declaration of the Rights of Man, gave birth to the Grand Siècle, that era of absolute order. This sense of order, which can be seen, for instance, in the French formal garden, is crucial because it still allows for complete freedom of expression. Gabrielle Chanel admired that period deeply—it defines French classicism. She remains a unique and admirable reference to this day. Nietzsche once said, “The French spirit is light, free and profound”—a definition I find particularly beautiful and representative of CHANEL.
If someone called me to say, “Thomas, what you’re doing is very classic,” I’d sincerely respond: “Thank you!” Being classic today is almost revolutionary, because it means resisting the tyranny of trends.
LA: Gabrielle Chanel believed deeply in destiny, yet insisted one must actively create one’s luck. How do you preserve that delicate balance between respecting the past and the constant need for innovation?
TDPDSM: I believe that respecting heritage means, first and foremost, keeping what is good and letting go of what no longer serves us. Respecting CHANEL should never mean adopting a rigid or anxious stance that seeks only to preserve at all costs. We must look at the brand and ask: what must we keep to keep it alive? What is no longer relevant must be changed, without hesitation. In an interview with Jacques Chazot three days before a fashion show, Gabrielle Chanel said: “If I had the time, I’d do it all over again.”
This constant demand to reevaluate our creations is essential. We must preserve the idea rather than its expression so as not to become imprisoned by it. Without such vigilance, we risk becoming a caricature of ourselves. It’s like those elderly people who still dress like their grandchildren, not realising time has passed.
The real question is whether we have something new to say, a new perspective to share, because the world is constantly changing. Today, we must identify talents who still embody that sense of balance, harmony, and symmetry unique to CHANEL, but through fresh faces. This evolution must happen without fear, because CHANEL is a brand that inspires trust. We must embody something stable and reassuring, constantly aware that we are part of a more significant legacy: the French spirit.
LA: How would you define your role at CHANEL?
TDPDSM: My role is to create tangible and emotional elements that allow people to understand what CHANEL stands for clearly. I describe this as brand storytelling. My job is to build an experience that people can see, touch, and feel. In a way, I compose a score from which various talents can perform. Sometimes, a single talent carries a project, like a film. Other times, we orchestrate a true polyphony—blending events, retail experiences and more. It’s both exciting and a great deal of fun.
LA: Experience is at the heart of the launch of CHANCE EAU SPLENDIDE, signed by Olivier Polge. How do you support such a sophisticated creation from the initial idea to its official launch?
TDPDSM: It’s a very varied and organic process. Each element follows its rhythm: packaging requires a long industrialisation phase, while advertising and events operate on much shorter timelines. The first creative gestures often appear spontaneously; you can’t tell who created them. CHANEL always carries this mysterious and vibrant dimension, which is unpredictable and entirely different from anything I’ve known elsewhere.
LA: Translating an olfactory emotion is a complex task. Do you always manage to express precisely what you’re feeling?
TDPDSM: We’re not always delighted, but controlled dissatisfaction can be a powerful driver. A luxury product must be perfectly executed: creative, ambitious, and high quality. But beyond that, it must evoke a powerful and personal emotion. Wearing CHANCE, for example, isn’t simply about choosing a green, fruity or floral note. It’s about embracing something that goes far beyond the product itself. Luxury fuels the desire to experience something more significant—it awakens deep longings, pushing us toward boldness and the unknown.
LA: To embody this new chapter of CHANCE, you chose Angèle—a muse who is both bold, contemporary, and authentic. How does a personality like Angèle help amplify or even reinvent the emotional message carried by a fragrance?
TDPDSM: Angèle perfectly embodies the spirit of CHANCE because she exudes authenticity, boldness, and freshness—all essential to what we wanted to express. Choosing Angèle was also about desire—I genuinely wanted to work with her. In our work, you must be surrounded by people you genuinely admire. Angèle writes, composes, and performs with rare energy and sincerity. She beautifully expresses the idea of provoking her luck, of actively seizing opportunity. I had already worked with her on a mascara campaign and found her incredibly interesting and inspiring.
With CHANCE, we wanted someone who could embody the fragrance strongly and individually. Historically, CHANCE told more of a collective story—a kind of “girl band.” But with CHANCE EAU SPLENDIDE, we needed a unique personality, a real presence. Angèle has that rare stature, adding greater depth to our narrative.
When she talks about her career, she speaks of her determination—how she pushed through doors and created her own luck. That’s precisely the philosophy we wanted to highlight with this fragrance. My grandmother used to say, “Life is not a rehearsal.” Angèle perfectly embodies that spirit of seizing the moment, daring to take risks when the chance presents itself. This youthful energy, full of daring and spontaneity, makes Angèle the ideal ambassador for CHANCE.
LA: Speaking of muses, what are the key criteria for defining the ideal ambassador for CHANEL, in your opinion?
TDPDSM: The key criterion is sincerity and mutual desire to collaborate. It’s essential that the ambassador genuinely wants to cooperate with us, beyond any transactional considerations. There has to be a genuine human and emotional connection, an authentic and strong bond. This loyalty is essential because it creates real and meaningful stories that resonate deeply with our customers. Take Vanessa Paradis, for instance. She’s been with us since the early 1990s, which shows a beautiful consistency and coherence in how we represent feminine beauty.
When I first joined CHANEL—overseeing watches and fine jewellery—my greatest obsession was creating a new campaign with Ali MacGraw, who had embodied N°5 in the 1960s. I eventually convinced her to appear in an advert for the J12 watch, fifty years after her first appearance for CHANEL. These stories of loyalty are, in my opinion, deeply moving and meaningful.
They also reflect a kind of moral commitment to our clients: if we remain loyal to our ambassadors, we prove that we are faithful to our vision of beauty and to the women who invest their hopes in CHANEL. Continuity, respect for history, and values are fundamental when defining the ideal ambassador for CHANEL.
LA: Finally, what could we sincerely wish you for the future?
TDPDSM: To keep playing. At CHANEL, I have the extraordinary privilege of seeing my job as a form of play. A responsible, thoughtful kind of play—but not too much. Always stimulating. Preserving that feeling is what I wish for most.
To conclude,
This exclusive encounter with Thomas du Pré de Saint Maur leaves us with deep admiration for the man behind CHANEL’s extraordinary creativity. Thomas comes across as a true visionary, profoundly attuned to art and endowed with a rare intellectual finesse. His answers reveal a passionate personality, committed to preserving the subtle balance between heritage and modernity. His sharp understanding of CHANEL’s core values and his ability to translate emotion into tangible experiences make him a true creative conductor within the demanding world of luxury. His beliefs are crystal clear: luxury must awaken desire, create meaning, and remain true to authenticity.
By choosing Angèle as the new face of CHANCE EAU SPLENDIDE, Thomas perfectly demonstrates his ability to capture the spirit of the times while remaining true to the Maison’s deep-rooted identity. This launch brilliantly reflects his philosophy that creating one’s luck is never a matter of chance, but a courageous and deliberate act. Thomas also reminds us that elegance and loyalty to strong values are essential in a world often dominated by the fleeting. Following this enlightening conversation, one thing is sure—CHANEL’s creativity has never been left to chance. Now it’s our turn to seize this precious opportunity to be bold—for the most incredible luck is always the one we choose to embrace.
José Amorim
The information in this article was researched and compiled exclusively for LuxuryActivist.com. All content is protected by copyright and may not be reproduced, distributed, or transmitted without prior written permission. Images are courtesy of CHANEL.
This story originally appeared on Luxuryactivist
