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On March 21, 2011, CHANEL will debut the highly anticipated short film titled, “Coco
Mademoiselle,” starring Oscar®-nominated actress Keira Knightley.

Three years after the first commercial film, Knightley reprises her role as COCO MADEMOISELLE, a modern
day Coco Chanel whose mystery, daring and rebelliousness are at the heart of her charm.

While the first film featured long evening gowns, the second takes on a more urban feel, with Knightley
appearing on the streets of Paris in a chic, beige motorcycle jumpsuit designed for her by Karl Lagerfeld.
Filmed in legendary locations across the City of Light – from Place Vendome to Place de la Concorde, the film
is a collaboration between Knightley and Joe Wright, a creative relationship that began with Wright’s
directorial debut, the Oscar®-nominated film Pride & Prejudice, and continued with the Oscar®-nominated
Atonement.

“For me, Gabrielle Chanel is an icon and there was an incredible power emanating from all the photos of her,”
states Knightley. “When I began to delve into her history more closely, I was obviously fascinated by her
immense talent as a designer, but more than that, by her singular background.”

The commercial film’s soundtrack, “It’s a Man’s, Man’s, Man’s World” by James Brown is performed by the
soulful voice of Grammy® award winner, Joss Stone and was published by Warner Chappell.
Coco Mademoiselle is a fresh oriental scent created by CHANEL master perfumer Jacques Polge in 2001.
The fragrance represents the ever-evolving spirit of Coco Chanel in this feminine, sexy, young and exciting
fragrance.

A national cable television flight of 30 and 60 second spots will debut March 22, 2011. A print advertisement
shot by Mario Testino will debut in April 2011.

In April 2006, Knightley joined the legendary league of women who have represented CHANEL in global
advertising campaigns. Her elegance, beauty and modernity are some of her qualities that parallel the iconic
faces featured in the CHANEL fragrance campaigns, including Nicole Kidman, Ali McGraw, Catherine
Deneuve and Audrey Tautou for N°5, Vanessa Paradis for Coco and Anna Mouglalis for Allure Sensuelle.

Source: Chanel

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There have been a bunch of images and videos leaked and now the Chanel website has been updated with a trailer for the new Coco Mademoiselle film featuring Keira Knightley and directed by Joe Wright.  The full ad should release tomorrow – can’t wait to see it!

See the behind the scenes images of the Coco Mademoiselle campaign, the first looks of the Coco Mademoiselle campaign and sneak peek of the Coco Mademoiselle film.Similar Posts:

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A few months ago we showed some sneak peeks of the new Coco Mademoiselle campaign featuring Keira Knightley again.  We’ve got a few more looks – we’ll have to wait until March 23rd to see the full campaign roll out.  From what I can see, Knightley looks beautiful in the ad.  I can’t wait to see the film that accompanies the photos!

Image Source: Catwalk QueenSimilar Posts:

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xoxo
Gabriella

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This year, the Chanel 2010 Fragrance Wardrobe is delicious as ever featuring five demi Parfums, 0.12 oz. each of N°5, Coco Mademoiselle, Coco, N°19 and Allure in a deluxe gift box.  This makes a wonderful gift for any Chanelphile and is a great way to get a taste of iconic Chanel fragrances without investing in large bottles.  The 2010 Fragrance Wardrobe can be purchased on Chanel.com.Similar Posts:

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Chanel seems to be on a fragrance ad campaign roll. It seems like every time I post about a new ad campaign, another one is right behind it. Soon after the Scorsese film ad for Bleu de Chanel, Chanel has announced that it’s filming a new Coco Mademoiselle ad campaign featuring the fragrances face, Keira Knightley. Directed by Joe Wright, Chanel continues the tradition of pairing it’s actresses who star in their campaigns with directors the actresses have worked with.*  Knightley and Wright worked together on the 2005 film Pride & Prejudice.

Take a look at the behind the scenes images below.

The old Coco Mademoiselle ad featuring Keira Knightley.

*Previous actress/director pairings:
Chanel No. 5:
Nicole Kidman & Baz Luhrmann in Moulin Rouge
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Jacques Polge, the infamous “nose” behind over thirty Chanel fragrances, sat down to talk with the folks at Hint Magazine on the eve of the 20th Anniversary of Egoïste. The fragrance was revolutionary at the time of its release in 1990 because of its “gender-bending” scent and was accompanied by a dramatic and elegant film ad.

Read the interview re-printed from Hint Magazine below:

Q&A with Legendary Chanel Perfumer Jacques Polge
by Stéphane Gaboué

There has been, perhaps, no better launch of a men’s cologne than Chanel’s landmark Egoïste in 1990. Not only were its gender-bending scent and provocative name immediately, and forever, etched in our collective memory (particularly in France), but who could forget Jean Paul Goude’s gorgeously camp TV commercial, with its over-the-top Prokoviev soundtrack and hysterical women shouting from balconies? Citing the 17th-century French playwright Pierre Corneille, this is what they so plaintively, melodramatically cried out (translated): “Egoïste, where are you? Stop hiding, selfish man! Watch my ire! I will be implacable! O anger! O despair! You betrayed my love. Have I lived simply to know this infamy? Show yourself! Egoïste!”

As the fragrance marks its 20th anniversary this year, we wanted to know more about its genesis and its genius creator, Jacques Polge, Chanel’s legendary in-house perfumer—or “nose”—for 32 years…

A Chanel executive once told me that of all the fragrances you’ve created at Chanel, Egoïste is your favorite. Is that true?
Yes, it’s true, it’s my favorite. It was so new and singular—and still is.

How did the adventure start?
What happened was, I found an old formula by Ernest Beaux [creator of N°5] of a women’s fragrance called Bois des Iles, which is exclusively sold in Chanel stores. There was a high content of sandalwood in it. We were used to such scents as fougères in men’s fragrances, but sandalwood had never been used as the main note in a male perfume. Egoïste is built around that. There is also some ambrette seed in it.

What about the name? Egoïste, which means selfish in English, is perhaps not the easiest way to market a fragrance.
In our industry, we always use code names while working on fragrances. For example, I have a bottle here named Carla. It has nothing to do with Mrs. Sarkozy. It is a new variety of lavender. So at the time, in the eighties, I was working on a men’s fragrance that we called Black Wood. Chanel’s then-CEO had said that if we were to launch a men’s fragrance, we should also launch a menswear line. Ultimately, they dropped the menswear idea, so he decided to cancel the fragrance. But some of us really liked it, so we said, “We’re still going to launch it. Only, it will be exclusively available in our flagship stores.” We called it Bois Noir.

It still wasn’t called Egoïste?
No. But when you put fragrances in stores, there is always a fan base. And people loved Bois Noir. There really was a buzz around this perfume. So we decided to launch it for a wider audience. The marketing people said Bois Noir wasn’t a good name, so they chose Egoïste instead. There was this beautiful photography magazine called Egoïste, which was done by Nicole Wisniak. We called her and bought the rights to use the name for the fragrance.

Then there was the fabulous commercial…
Yes. Jean Paul Goude made this very strong commercial, which played a major role in the fragrance’s fame. Yet, despite all the exposure, the fragrance didn’t sell that well, especially in America. We had expected more success with it. So we launched Egoïste Platinum in 1994, which was a more classic scent, and it was a much bigger hit. But I am still very glad we did Egoïste. I think it’s important for a brand to have a fragrance that shakes things up. You know, the men’s market is very particular. I know we went far with Egoïste, but I like it. It was good for Chanel. Brands today maybe don’t have the courage that they used to.

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Each year Allure Magazine hosts a Reader’s Choice Award and this year, Chanel N˚5 won Best Classic Fragrance. This should come as no surprise as Chanel N˚5 has been making waves since it debuted on May 5, 1921. Perhaps the most famous fragrance in the world, a bottle of Chanel N˚5 is sold every 55 seconds. (Stephen Brook, Guardian.co.uk).  No other perfume has gained the iconic status of Chanel N˚5 and it’s easy to see why it would win the Best Classic Fragrance award.

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