Jacob Elordi for Chanel

Jacob Elordi has been named Chanel’s new Bleu de Chanel ambassador, taking over one of the house’s highest-profile men’s fragrance roles. (cosmeticsbusiness.com) Trade and fashion outlets reported the appointment on April 23, 2026, and said Elordi will front a new global campaign for Bleu de Chanel L’Exclusif that Chanel plans to unveil in May. (businessoffashion.com) Chanel said Elordi was chosen because he has “established himself as one of the most compelling actors of his generation,” according to coverage citing the brand’s statement. Thomas du Pré de Saint Maur, Chanel’s head of global creative resources for fragrance and beauty, said he first met Elordi on the set of the house’s N°5 film with Margot Robbie. (ellecanada.com) Bleu de Chanel is not a one-off scent but a franchise inside Chanel’s fragrance business, with eau de toilette, eau de parfum, parfum, body products and the newer Bleu de Chanel L’Exclusif now sold across the line. Chanel’s own retail pages currently list those versions and related grooming products in the collection. (chanel.com) That makes the ambassador job closer to being the public face of a long-running product family than a single ad campaign. Chanel has used cinema-scale storytelling for the line before, including a Martin Scorsese-directed Bleu de Chanel film starring Timothée Chalamet that the company highlighted in its 2024 annual results. (chanel.com) Elordi is only the third face associated with Bleu de Chanel since the fragrance launched in 2010, after Gaspard Ulliel and Timothée Chalamet, according to multiple reports published Thursday. That gives the switch extra weight inside a franchise Chanel has changed sparingly over 16 years. (basenotes.com) The appointment also extends a relationship that was already visible in Chanel’s orbit. WWD reported in February that Chanel had been dressing Elordi for premieres and awards-season appearances, part of a wider push by luxury houses to put male film stars at the center of attention even when the brands do not sell full men’s fashion lines. (wwd.com) Elordi had also appeared in Chanel’s fragrance world before this announcement. WWD reported in 2024 that he co-starred with Margot Robbie in the house’s N°5 campaign film “See You at 5,” giving Chanel a recent on-camera reference point before moving him onto Bleu de Chanel. (wwd.com) Chanel’s own Bleu de Chanel pages began teasing “a new chapter” with “an ambassador with a magnetic aura” before the formal identification spread across fashion media on April 23. The May campaign rollout will show whether Chanel keeps the moody, auteur-led formula it used with Chalamet or gives Elordi a different version of the Bleu pitch. (chanel.com)