Keira Knightly in the new Coco Mademoiselle adv.

by Katie on March 23, 2011

My friends and I often bemoan fragrance ads as they tend to be ultra vague, idealistic and often as confusing or as forgetable as the fragrance they advertise.  This is when the term ‘not of this world’ is a bad thing as the women who buy the fragrance and wear it in cocktail bars, very definitely are.


Rooted more in real life with just the right amount of film star glamour and nods to Chanel heritage are the more grounded Chanel ads.  And here we have Chanel’s new advertisement for Coco Mademoiselle, fronted again by Keira Knightly and her divine Coco like bob.

Beautiful, independent and mischievous, Coco Mademoiselle is resolutely embodied by Keira Knightley, three years after her first adventure.

In the new ad directed by Joe Wright, she wakes up and applies a few drops of Coco Mademoiselle fragrance.  In the dawning light of the Paris morning, she passes through Place Vendôme and Place de la Concorde and appears to be totally free, nothing standing in her way. 

A photographer awaits her.  She seems to behis main obsession.  The plan for the day is a photo shoot for Chanel’s Coco Mademoiselle.  The set is the bedroom seen at the beginning and naturally, our heroine is not playing the role of Coco Mademoiselle: she is Coco Mademoiselle.

Despite the extraordinary selection of clothes which arrive directly from rue Cambon, she decides to remain just as she is.  The fashion shoot begins while the photographer and his muse set the tone, playful and sensual.  What are they to each other?  Former or future lovers or are they just teasing?  Between the flirting and the semi-seduction, she asks him to close the door.  He shouldn’t have done so, you can never close the door on her.  Ms Coco Mademoiselle escapes, independent and free with the fragrance held against her heart.

Also appearing in the new Coco Mademoiselle ad is another British interloper:  Mr Start’s trademark Rivington black suits with Mr Start’s slim fit, double cuffed shirt and black silk tie appear on the motor cyclists tailing Miss Knightly.

See it here

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