ulliel was the face of bleu de chanel for twelve years, until his death on 19 january 2022. when he died, chanel's official instagram and facebook pages shared a tribute to him. chanel also paid tribute to ulliel during their spring/summer 2022 haute couture show at the paris fashion week on 25 january 2022. a model dressed as a bride finished the show by carrying a bouquet of camellias—coco chanel's favorite flower—tinted midnight blue as a nod to ulliel and the bleu de chanel perfume.