The fragrance of a “crowning achievement” presented by a high achiever.
Jungkook, Chanel House Ambassador for Fragrances and Beauty, introduces Chanel’s newest fragrance: 1957 L’Extrait de Parfum, a spin-off of the classic 1957. In the campaign imagery, the singer joins in-house perfumer-creator Olivier Polge to discuss and dissect the latest addition to the Les Extraits de CHANEL collection.
In Conversation with Jungkook
Jungkook, South Korean singer and member of the acclaimed septet BTS, brings a first look at Chanel’s fine fragrance 1957 L’Extrait de Parfum through audiovisual material released on August 6. The campaign is Jungkook’s first since his appointment as Chanel Beauty ambassador in December 2025.
Beyond the classic images featuring Jungkook and the newly introduced fragrance, the campaign highlights storytelling through two special films. In the first one, the singer joins Polge as he breaks down the 1957 L’Extrait de Parfum composition.
In the second, the singer reflects on career-defining moments, offering a glimpse into his personal universe and how it ties back to Chanel. Jungkook bridges his personal journey with Chanel’s new launch, touching on a memorable date for the singer that compares to 1957—the year in which Coco Chanel was awarded the Neiman Marcus Award for Distinguished Service in the Field of Fashion—and selecting the song in his discography that best encapsulates 1957’s spirit.
A Golden Boy for a golden fragrance
The 1957 L’Extrait de Parfum is a skin scent derived from the 1957 perfume, developed by Olivier Polge in 2019. The original fragrance draws inspiration from Coco Chanel’s career expansion into the United States. Other than the year when Coco Chanel was recognized as the most influential designer of the 20th century, the name also evokes the designer’s birthday (19) and nods to the Chanel flagship store’s address in New York (57th Street).
A musky fragrance with amber and floral accents, the Chanel 1957 Eau de Parfum has been dubbed “the fragrance of a crowning achievement.” In China, where it enjoys particular success, internet users have bestowed it with the reputation of a “career-boosting” scent. Customers even attribute manifesting powers and wealth growth qualities to the fragrance.
At the beginning of 2026, as China prepared to receive the “Year of the Horse,” Chanel 1957’s popularity shot up on platforms such as Xiaohongshu (RedNote). According to Yahoo! Style, internet users claimed that after wearing the fragrance, they experienced a wealth boost. “Some even joked that they smelled of Chanel 1957 the moment they received their bonuses. These coincidences have spread far and wide, leading to nicknames like ‘spray it and you’ll get a raise,’ ‘walking ATM,’ and ‘the smell of money’ going viral online,” the outlet reported.
Meanwhile, WWD reports that “according to Chinese internet lore,” combining the Chanel 1957 with Sycomore and Chanel No. 5 is the scent formula to “finding a supportive mentor, reaching career success and financial fortune.”
In other Asian nations, the fragrance has been positively received thanks to its skin scent formulation, meant to naturally blend with the wearer’s skin aroma. This component adds a layer of personalization to the fragrance, highlighting individuality with subtlety.
Jungkook, recognized by press and critics as a crowned pop icon and affectionately dubbed “Golden Maknae,” embodies the spirit of the new Chanel 1957 L’Extrait flawlessly.
L’Extrait de Parfum: A New House Icon
Reinterpreting the classic 1957 perfume, the 1957 L’Extrait de Parfum is a dense and concentrated fragrance that blends musk with floral and Cuir de Russie (Russian leather) accords—the latter is a nod to Chanel’s love story with Duke Dmitri Pavlovich.
The fragrance profile also includes neroli, vetiver and sandalwood notes, departing from the original product’s airy and musky qualities and providing earthier tones instead.
1957 Extrait de Parfum
CHANEL
The Rise of the Chanel Beauty Male Ambassador
With his latest campaign for Chanel Beauty, Jungkook broadens his portfolio of brand collaborations and joins a new guard of male celebrities taking over global beauty marketing. In recent years, this marketing model has seen prominent celebrities representing brands across the beauty spectrum, from makeup and skincare to fragrance and beauty technology, with notable success.
At Chanel Beauty, more specifically, Jungkook joins names such as Timothée Chalamet and Jacob Elordi who have held or currently hold the ambassador title. Chalamet was appointed to the role in 2023 and shortly after starred in a short film by Martin Scorsese promoting Bleu de Chanel. Per data company Launchmetrics, the announcement of Chalamet’s association with Chanel generated $7.5 million in Media Impact Value (MIV) over two weeks.
Elordi, on the other hand, officially joined Chanel Beauty in April 2026 as the new face of the Bleu de Chanel fragrance. The announcement racked up $4.4 million in MIV within 48 hours. “The announcement post alone generated $196K in MIV, performing nearly three times better than a typical Chanel Instagram post in the first quarter of 2026,” shared Launchmetrics.
No stranger to this kind of media exposure figure—he has achieved jaw-dropping Media Impact Value records with brands such as Calvin Klein and Hublot—Jungkook is expected to replicate the same success through his activities with Chanel Beauty and Fragrances. The short but sweet introduction to the 1957 L’Extrait de Parfum (which, by the way, is reportedly selling out fast) is just the beginning.
