It all started with the shape. Chanel's La Crème Main has such an unusual oval form that it stops looking like a cosmetic. It's closer to an abstract object, almost a sculpture. From there things came pretty naturally. We wanted to take it out of its usual context and let it float somewhere a bit dreamlike.

We also wanted to have some fun with Chanel's identity. Instead of the black and white everyone knows, we went toward digital surrealism and vaporwave. The iridescent materials make it more pop, more futuristic, and the execution stays high-end, with art history never far away. Some will spot a direct nod to Magritte's Golconda in the floating, repeated product. Others will see a face-off between the perfectly smooth product and the rough, earthy stone.

It's irreverent, on purpose. We'd call it respectful irreverence, because we admire the work Irving Penn did for Chanel over so many years. What we ended up with sits between the heritage of an old house and a very contemporary kind of daydream, and it plays on the friction between the two.