the story of n0.5


AA secret blend of roses turns into a few drops of gold. An element of “je ne sais quoi” tells a story never told. Every 55 seconds a bottle is yet to be sold of the best-selling perfume in the world. A scent that has long surpassed the test of time. Where “just yesterday”, “today” and “tomorrow” seem out of line. A smell of luxury  worth every single dime. Marilyn herself wore it in her private shrine. A bottle designed to look larger than life. You can drown in its smell, but you can never dive. And so to keep Mademoiselle’s legend ever so alive. We celebrate our 5th issue with, but of course, Chanel No. 5.

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It is hard to think of modern fashion without Karl Lagerfeld in the picture. He is arguably the most prolific and obsessive designer of our times; reigning over three fashion empires - Chanel, Fendi, and Karl Lagerfeld - with 11 collections per year, myriad ad campaigns, and countless creative collaborations. No wonder they call him “The Kaiser.”

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That is arguably a question asked ever since the first Stone Age bison was drawn on a rock. Is a drawing art? Is a drawing of a drawing art? A painting of a painting? A photo of a photo? Most people will argue that a reproduction is not art, as it does not require a creative, inventive spark. But what if the photo of the photo would be retouched? Given another title? Would it then be art?




Whether portraying a cheetah in the African savannah, a pool-side nude or an Argentinean ballet dancer in New York, a photograph of Patrick Demarchelier is all about grace. A master of light and composition, and without the use of props or extensive stage designs, he has sculpted an oeuvre of deceiving simplicity and timeless beauty.