The partnership between Chanel and the team behind the Turkish-French film began on May 20, 2015, in Cannes. The five young actresses and the film's director all wore Chanel to present their work for Directors' Fortnight at the festival. Director Deniz Gamze Ergüven explains, "I really saw Chanel as gilding on the film's journey (…) Every outfit was a complete, revolutionary reinvention of our idea of women's bodies. The most surprising thing is the perfect alliance between the breath of modernity and the Maison Chanel's rich heritage."
The team wore Chanel ceremony gowns, from Los Angeles where the film won the American Film Institute's Audience Award, to Paris, where it won several César including Best Debut Feature, Best Original Screenplay, Best Editing, and Best Original Music, and on to the Oscars, where it represented France in competition for Best Foreign-Language Film.
Deniz Gamze Ergüven continues, "There's something profoundly rebellious about every Chanel clothing. They create a form of seduction, but without undermining the women who wear them. (…) Every time I slipped one on, I experienced a feeling of power. (…) For me, Chanel embodies a soaring vision of beauty and elegance – Coco Chanel's bountiful heritage reinvented by Karl Lagerfeld's absolute visionary genius.”