Jung Kook of BTS introduces 1957 L’Extrait de Parfum, Chanel’s new creation bringing together haute perfumery, history and artistic sensitivity.
Jung Kook continues to expand his influence within the world of luxury with one of his most significant projects alongside Chanel. The BTS member fronts the campaign for 1957 L’Extrait de Parfum, a new interpretation of one of the French maison’s most distinctive fragrances and his first major fragrance project since being named a Chanel Fragrances and Beauty ambassador in December 2025.
The collaboration opens a new chapter in the relationship between the South Korean artist and the French house. This time, Chanel goes beyond simply presenting Jung Kook as the face of a campaign, incorporating him into a narrative where music, personal memories and haute perfumery come together to explore the meaning behind a composition closely connected to the history of Gabrielle Chanel.
1957 L’Extrait de Parfum is conceived as a richer, more concentrated interpretation of 1957 Eau de Parfum. The maison revisits the personality of the original creation and takes it into deeper territory, preserving its distinctive olfactory codes while enhancing its presence on the skin.
The campaign features a series of films in which Jung Kook appears alongside Olivier Polge, Chanel’s In-House Perfumer-Creator. In one of them, the pair discuss the construction of the fragrance, its raw materials and the way its different notes develop once applied to the skin.
Their conversation reveals a particularly curious side of the singer, as he discovers the composition from his own personal perspective while Polge explains some of the elements that define the new Extrait. In doing so, Chanel transforms a traditional fragrance launch into a dialogue between two seemingly different creative disciplines: perfumery and music.
Another campaign film explores Jung Kook’s career and personal memories more directly. The artist reflects on significant moments in his life and on the dates that can acquire a special meaning over time. He also connects a song from his own discography with the world of 1957, further strengthening the relationship between his musical identity and the story Chanel has created around the fragrance.
The number 1957 itself contains several important references that help explain the fragrance’s identity. It was the year in which Gabrielle Chanel received the Neiman Marcus Fashion Award in Dallas, an important recognition of her influence on American fashion.
But the name contains further nods to the maison’s founder. The number 19 recalls Gabrielle Chanel’s birth date, while 57 refers to the street number of Chanel’s largest boutique in the United States, located in Manhattan. The name therefore acts as a subtle code connecting Paris with Chanel’s history on the other side of the Atlantic.
From an olfactory perspective, Chanel 1957 L’Extrait de Parfum is built around an amber, musky and floral composition. Its key ingredients include neroli, iris pallida, vetiver and sandalwood, complemented by a cedar and musk accord that adds depth and creates an enveloping sensation.
Its higher concentration intensifies the experience compared with the original Eau de Parfum without sacrificing the elegance that defines 1957. The aim is not simply to create a stronger version, but rather to reveal new dimensions of a composition designed to evolve intimately on the skin.
