Back in May, Chanel announced that four-year brand ambassador Kristen Stewart would be the face of the fashion house’s latest fragrance, Gabrielle. Today, the promotional film for Gabrielle launched, and we’re happy to report that like many fragrance ads, it’s extra in all the right ways.
In the minute-long clip overseen by commercial director Ringan Ledwidge, Stewart breaks out of a gauzy canister—a cocoon, the brand explained in a statement—and then runs, trails of gauze rippling behind her, full-steam into a wall of Chanel Gabrielle perfume bottles. All the while, Beyoncé’s somewhat under-appreciated 2009 ballad “Runnin'” plays.
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If you’re looking for more of a narrative, well good, that was the point. “We deliberately took the opposite line from storytelling,” Thomas du Pré de Saint-Maur, Chanel’s head of global creative resources said in a statement. “Instead of retracing [Gabrielle Chanel’s] life, we chose to put the spotlight on her free and rebel-at-heart personality.”
Gabrielle Chanel is a sparkling, feminine floral scent comprised of four white flowers: jasmine, ylang-ylang, orange blossom and grasse tuberose. A 3.4 oz bottle retails for $135.
Expect to catch the new film on screens September 1.