Jacob Elordi becomes the new face of Bleu de Chanel, succeeding Timothée Chalamet.

In April 2026, Bleu de Chanel takes on a new face. Australian actor Jacob Elordi becomes the new ambassador for the French fashion house’s cult men’s fragrance. This choice marks a turning point in the communication of this iconic fragrance, launched in 2010.

Jacob Elordi, a new chapter for Bleu de Chanel

Chanel turns a page with this appointment. From Gaspard Ulliel to Timothée Chalamet, the fragrance had always been associated with charismatic, mysterious characters. The dramatic-poetic narrative was supervised by renowned directors such as Martin Scorsese, James Gray and Steve McQueen.

With Guillermo del Toro’s Frankenstein headlining, the tone is set to change. Expect more action, more seduction and a slightly less solemn register. This evolution reflects a desire to renew the fragrance’s image while preserving its DNA.

For the past sixteen years, the brand’s fragrance has addressed a certain idea of freedom. It depicts a man at a crossroads, who finds the strength to free himself from the gaze of others to carve out his own path.

“We wanted to continue exploring the question of how we choose the things that matter in a different way.”

A new vision of masculinity

The choice of Jacob Elordi reflects another vision of modern masculinity. By selecting an actor who has become the sex symbol of an entire generation, Chanel is highlighting the figure of a contemporary seducer. He possesses a physical presence and a magnetic aura, while exuding a certain sensitivity.

Thomas du Pré de Saint-Maur, Chanel’s Creative Resources Director for Perfume, Beauty, Watches and Jewelry, confirms this. “He’s a bit of a ‘boy of the moment’,” he says of the man many already see taking on the role of Agent 007.

• Jacob Elordi is close to Matthieu Blazy, artistic director of Chanel.
• He appeared in the third season of the series Euphoria
• He wore a tweed jacket for a lady of the house to promote the film Hurlevent.
• He appeared in the Chanel N°5 campaign alongside Margot Robbie two years ago.
• The film was directed by Luca Guadagnino, known for Call Me by Your Name

An actor already familiar with Chanel

In the end, it was an obvious choice for the brand. Jacob Elordi is no stranger to this world. His previous appearance in the N°5 campaign had already made a lasting impression, demonstrating his ability to embody the brand’s codes.

Thomas du Pré de Saint-Maur remembers this collaboration. “I said to myself at the time that I’d love to do a masculine with him one day, because he’s so surprising,” he confides. In his opinion, the actor exudes something very modern, yet reminiscent of Gregory Peck.

Her Hollywood flair, both in tone and in voice, won the company over. “When it came to making this change, we immediately thought we already had the right person in the house,” adds the creative director.

The actor salutes Chanel’s audacity

Jacob Elordi himself appreciates this new artistic direction. “I find this change really interesting, and I think it’s bold of Chanel to go down this road,” he says. He admires people who try to think outside the box and go beyond established norms.

The Australian actor perfectly embodies this desire to do things differently. His personality matches the desired evolution of Bleu de Chanel: modern, magnetic, but without taking itself too seriously.

A new campaign by Alfonso Cuarón

Chanel will shortly unveil a new campaign film to accompany this nomination. Director Alfonso Cuarón, known for Gravity and Roma, signs this ambitious project. This collaboration is a radical departure from the advertising we’re used to for Bleu de Chanel.

The change is as much aesthetic as narrative. Jacob Elordi will be seen in a new role, sharing the bill with the bottle of Bleu de Chanel L’Exclusif. This new, more intense iteration of the bestseller was launched last year.

The French house is thus pursuing its strategy of renewal, while capitalizing on the heritage of its cult men’s fragrance. With Jacob Elordi, Bleu de Chanel is now aimed at a new generation, while retaining the values of freedom and self-assertion that have made it such a success since 2010.

• Bleu de Chanel