L’Eau

I don’t want to know what it takes to look like a smell – to be the perfect amount of sexy and pretty and rock-and-roll. I want to know what the mind’s eye sees when I inhale a fragrance.

What I find interesting about a lot of today’s fragrance marketing is that in a valiant effort to offer up a female embodiment perfectly manufactured aesthetic aspiration for their target market to emulate completely (by all calculations), most brands overlook the fact that today’s women are not in blind pursuit of skin-deep selfhood. They already have that. The internet has enabled people to shape the way they are perceived and has provided stimulus and sanctuary for common interests. We’re not lost on superficial identity. Overly polished narratives of abbreviated lust and self-discovery don’t strike any chords with a generation starved of an emotional connection to visual content in an oversaturated marketplace. I don’t want to know what it takes to look like a smell – to be the perfect amount of sexy and pretty and rock-and-roll. I want to know what the mind’s eye sees when I inhale a fragrance. I want to know the sensory experiences attached to being fresh and youthful. And I want others to share in that visceral reaction.

For those reasons, I’m super proud of what our team was able to achieve in this short film I directed with Chanel, in celebration of Chanel No. 5 L’Eau, to close out the year and set a bar for my further exploration into film in 2017.

Watch it exclusively at i-D HERE.

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DIRECTED BY MARGARET ZHANG

STARRING ROSIE COPPINI @ Chic Management

CINEMATOGRAPHY NICOLE COOPER

PRODUCED BY SAMANTHA BENNETTS

COLLABORATIVE ARTIST LANI MITCHELL

MAKEUP BY VICTORIA BARON FOR CHANEL

HAIR BY ALAN WHITE

SOUNDTRACK BY BEDE BENJAMIN- KORPORAAL

ASSISTED BY ARIANE KHALIL

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About

Margaret Zhang is a Chinese-Australian photographer, director, stylist and writer based in New York. Since her digital beginnings in the fashion industry in 2009, Margaret has worked with global brands including Chanel, UNIQLO, Swarovski, YEEZY, Clinique, Lexus, Dior, Gucci, Matches and Louis Vuitton in a wide range of capacities both in front of and behind the camera, while completing her Bachelor of Commerce/Bachelor of Laws at The University of Sydney.
Though regularly featured in print and digital media as a model and personality alike, Margaret’s pho tography, styling, and creative direction has been employed by the likes of Vogue, L’Officiel, Harper’s BAZAAR, NYLON, Marie Claire, Buro24/7, and ELLE internationally. She has been listed in Forbes Asia’s 30Under30 and TimeOut’s 40Under40 lists, and her work has been recognised as shaping the international fashion industry by the Business of Fashion BoF500 Index, and ELLE Magazine’s Best Digital Influencer of The Year Award.

 

 

 

For project enquiries Tess.Stillwell@img.com
General enquiries bookings@margaretzhang.com.au