Chanel Egoiste: Selfish

Passion, anger, emotion. The French women don't suffer fools too well. Chanel Egoiste Pour Homme tv commercial. Outrageous, brilliant, sophisticated, irrational and inspirational. Circa 1990.



Voiceover: Translation from French:

“Selfish/Where are you?/Show yourself , miserable!/Be sure my anger !/I will be implacable !/Oh rage! Oh despair ! Oh my betrayed love !/Have I been living then so much that for this infamy?/Show yourself selfish!/ Selfish! Selfish ! Selfish ! "


While the Western culture celebrates individuality, the Asian culture places great emphasis on conformity and fitting in. The cult of the luxury brand is so powerful that Asian consumers account for as much as half of the $80 billion global luxury industry.

No wonder this older tv spot really conveys the sophistication of Chanel whereas the new French fashion houses target marketing to an Asian consumer’s mindset. Result? Tacky, celebrity- peppered ads.

Unfortunately, yours truly is in a minority.


For classic music lovers in the Chanel Egoiste’s soundtrack :

Valery Gergiev conducts the London Symphony Orchestra performing the complete version of Sergei Prokofiev's "Montagues and Capulets” from Romeo and Juliet.