In the world of Chanel, it's the year of Gabrielle, the singular female who founded the label and put women in pants, jersey, costume jewelry and the LBD. Cultural icon, visionary, disruptor – she and her legacy are highly appealing in a powerful-fearless-trailblazing-woman way. And they're the axis for the campaign around the launch of the House of Chanel's first new women's perfume in more than 15 years.
Gabrielle Chanel (edp from $129 CAD and $105 USD at chanel.com) launches everywhere in about a week. The brand just released this promotional film in advance of its official premiere on September 1st:
To me this feels quite different from previous Chanel fragrance promotional films, not a story like that gorgeous and dreamy Chanel No. 5: The One That I Want with Gisele Bündchen and actor Michiel Huisman. This one is all Beyoncé girl-power and break-free! with a generous dash of coltish Kristen Stewart intensity.
Here's how the press material sets the above Gabrielle Chanel clip up: "...stars Kristen Stewart extricating herself from the confines of a cocoon and breaking into a liberating run. She gathers her speed so she can crash through a wall to freedom and the promise of a new dawn on the other side."
The promo "...celebrates an extremely modern femininity built on confidence, determination, and independence."
Was the pronunciation kerfuffle in the beginning of this behind-the-scenes video meant to be satiric? No matter; I like the trailer chat between Caroline de Maigret and Kristen Stewart – Stewart confesses to having felt embarrassed in rehearsal then exhilarated during filming; I love that. Later in the clip, she reinforces the promo's theme with an impassioned bit about activism and "the art."
And let's talk about this ad visual for the Gabrielle Chanel fragrance: The makeup is so beautiful and strong yet delicate and fresh. Adore, adore. I like the mood, too. Yep, I'm totally going along with the marketing direction.
Whaddya think about this campaign? Does it seem different for Chanel?
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