Jacob Elordi for Chanel

Jacob Elordi is Chanel’s new face for Bleu de Chanel, the house’s flagship men’s fragrance, in an announcement released on April 23. (chanel.com) Chanel’s teaser page described the new ambassador as “a man who is free and determined,” and trade outlets reporting the launch said the full campaign is set to debut in May. (chanel.com) (beautyscene.net) Bleu de Chanel is one of Chanel’s core fragrance businesses, sold in eau de toilette, eau de parfum, parfum and the new Bleu de Chanel L’Exclusif, which Chanel now lists at $275 in the United States. (chanel.com 1) (chanel.com 2) The appointment gives Elordi one of Chanel’s most visible beauty roles, not just a red-carpet association. Chanel has dressed him before, and the actor also appeared opposite Margot Robbie in the brand’s recent N°5 campaign. (wwd.com) (chanel.com) Bleu de Chanel has a long campaign history inside the house. Chanel’s own timeline says the fragrance launched in 2010, created by Jacques Polge and fronted by Gaspard Ulliel in a film directed by Martin Scorsese. (chanel.com) Recent coverage of the new campaign says Elordi is only the third actor to front Bleu de Chanel, after Ulliel and Timothée Chalamet. Chanel’s 2025 financial release also highlighted a Bleu de Chanel film starring Chalamet as part of its fragrance campaigns. (luxurylondon.co.uk) (chanel.com) The choice also fits Chanel’s broader push to use high-profile male celebrities in categories beyond a traditional menswear business. Women’s Wear Daily reported in February that Chanel was leaning on men like Elordi and Kendrick Lamar to generate attention in a less crowded luxury marketing lane. (wwd.com) For Elordi, the Chanel role lands as his fashion profile keeps rising alongside his film career. For Chanel, it puts a new actor at the center of a 16-year-old fragrance franchise it is still expanding in 2026. (wwd.com) (chanel.com)