Hall of fame · 🥇 Legends · №15 · 2010
Expensive Freshness Benchmark. Every new men's flagship gets measured against it. Twenty years after Égoïste, Chanel spoke again: Polge's grapefruit, ginger and incense on cedar — and that's still what “expensive freshness” smells like. Scorsese shot the ad; Ulliel, Chalamet, Elordi fronted it sixteen years. The crack: he invented nothing, just polished someone else's idea to a shine — craft or luxury cliché, the fight goes on. Still a legend: the benchmark isn't whoever invented it, it's whoever everyone else is measured against.