BOY de CHANEL is CHANEL’s first makeup line for men. We created a male-inclusive advertising campaign for a female
dominant market respecting the brand’s codes.

The Norm Creative Work

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CHANEL gives men the freedom of touching up their
appearance without calling into
question their masculinity

 We created G is for GABRIELLE, CHANEL’s most diverse campaign to date featuring non-binary women. We
interviewed 9 different women and asked them to share their story through 9 key-words that spell out GABRIELLE

 Gender non-conformity and sexual fluidity are part of modernfeminist culture.

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