Chanel Throws Party With Gisele Bundchen in NYC, Finally Uses Instagram

How do you build demand for a 93-year-old product? Watch and learn.

Gisele Bundchen. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Model Gisele Bundchen attends the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Andrew H. Walker/Getty Images for CHANEL)
Baz Luhrmann and Gisele Bundchen. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Director Baz Luhrmann (L) and Model Gisele Bundchen attend the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Andrew H. Walker/Getty Images for CHANEL)
Model Ming Xi. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Model Ming Xi attends the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Andrew H. Walker/Getty Images for CHANEL)
Lauren Santo Domingo. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Vogue Editor Lauren Santo Domingo attends the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Andrew H. Walker/Getty Images for CHANEL)
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Eli Mizrahi and Crystal Renn. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Eli Mizrahi (L) and Model Crystal Renn attend the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Andrew H. Walker/Getty Images for CHANEL)
Model Soo Joo Park. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Model Soo Joo Park attends the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Andrew H. Walker/Getty Images for CHANEL)
Peter Brant and Harry Brant.
NEW YORK, NY - OCTOBER 13: Peter Brant (L) and Harry Brant attend the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Andrew H. Walker/Getty Images for CHANEL)
(Photo via Getty)
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Lily Allen. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Singer-songwriter Lily Allen attends the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Dimitrios Kambouris/Getty Images for CHANEL)
Model Lily Donaldson. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Model Lily Donaldson attends the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Dimitrios Kambouris/Getty Images for CHANEL)
Karlie Kloss. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Model Karlie Kloss attends the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Andrew H. Walker/Getty Images for CHANEL)
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Jamie Bochert and artist Sofia Malamute. (Photo via Getty)
NEW YORK, NY - OCTOBER 13: Model Jamie Bochert (L) and artist Sofia Malamute attend the CHANEL Dinner Celebrating N°5 THE FILM by Baz Luhrmann on October 13, 2014 in New York City. (Photo by Andrew H. Walker/Getty Images for CHANEL)
Now the real fun: party pics. Here's Lily Allen and Poppy Delevingne. (Photo via instagram.com/chanelofficial)
Caroline de Maigret, Karlie Kloss, Derek Blasberg, and Lauren Santo Domingo cozying up. (Photo via instagram.com/chanelofficial)
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Karl Lagerfeld, Anna Wintour and Baz Luhrmann, apparently taking great care to stay hydrated. (Photo via instagram.com/chanelofficial)

If you ever want to build buzz for a product that’s been on the shelves for almost a century, take Chanel’s lead and release a short film about it.

To promote its iconic fragrance, Chanel No. 5, the label is releasing a Baz Luhrmann-directed, Gisele Bundchen-fronted promo spot tomorrow. The brand has teased that commercial with an even shorter commercial, as well as some stills of Gisele looking amazing, if slightly impractical for actual surfing, in a Chanel wetsuit. It feels like demand for the film is reaching near Gatsby levels among fashion obsessives.

Here’s what we know so far: Gisele poses in sneakers and a shift dress, Gisele spritzes perfume at a little kid and Gisele runs down an alley. (How many Luhrmann-directed starlets have found themselves gracefully fleeing down an alley? Someone should do a film thesis on that.) So, we don’t know a whole lot.

To further torture us, Chanel not only threw a party last night and invited the chic-est models and socialites they could find, but also awakened their never-before-used Instagram account with nine party snaps for its 1.8 million followers. Click through the slideshow to slake your thirst for updates on No. 5’s new and, dare we say, apparently shabby chic aesthetic. Again, the film comes out tomorrow.

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