Wszystko czego chcę, to Ty. Między odświeżeniem marki a zmianą paradygmatu – Chanel N° 5 w XXI wieku
All I want is You. Between brand refresh and paradigm shift – Chanel N° 5 in the 21st century

Summary/Abstract: The subject of the article is to show the cultural change that has occurred in terms of the created pattern of femininity in the Chanel N° 5 perfume advertisements realized by Baz Luhrmann. The purpose of the research was to trace the mechanisms of evolution of the images represented by Nicole Kidman and Gisele Bündchen, who are the faces of Chanel N° 5, taking into account the aspect of the iconic identity of the brand. Conclusions were formulated in the context of cultural studies.

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