Chanel artistic director, for over 40 years, Jaques Helleu picked the British actress and Academy Award nominee Keira Knightely to add a new role on her resume as the star and new face of the advertising campaign for Chanel’s Coco Mademoiselle fragrance.
One is first literally led by the hand by an invisible guide for a virtual tour of Gabrielle Chanel’s daytime apartment (she really lived at the Ritz). You start by climbing the famous Chanel mirrored staircase up into her den, located 31, rue Cambon. The visit aims to be realistic, complete with the sound of muffled footsteps in the thick carpet and crackling fire burning in the fireplace. You are even invited to look up-close at certain objects like the Coromandel screens and antique crystal chandeliers, almost as if your nose were touching them.
Then there is the film Coco. Keira enters the apartment from the window dressed in a white men’s shirt and bowler hat and then cheekily throws her hat on a console, undresses, and chooses a dress while making a pout of indecision. She also chooses here jewelry and whimsically tries her necklace on her foot first, then meets her beau, kisses, and slyly dab his neck with Coco Mademoiselle. All the while the enchanting Joss Stone's L.O.V.E is playing. The movie ends on Keira walking in the streets of Paris at night and on a big visual of Coco Mademoiselle. It is a big production for a short movie.