CHANEL introduces Coco Mademoiselle Crush Absolu with Gracie Abrams starring in a new campaign film directed by Joe Wright, set in a Paris caught between convention and change. The film opens with a city defined by Haussmannian architecture, dim streetlights and gleaming cobblestones. A car travels slowly through deserted streets while yards of fabric, powder and formal dress suggest a society governed by appearance. Paris waits for something capable of breaking its established codes.
FRAGRANCES
That disruption arrives through Coco Mademoiselle. The car soon appears empty, while clothing and fabric lie scattered along the road. She keeps only her fragrance and runs into the city with bare legs, a bare face, cropped hair and a white garment. She has no keys and no plan. Instinct guides her as she enters an unfamiliar Paris and responds to whatever appears in front of her.
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Figures devoted to decorum follow her through the streets, pushing her to open a door and escape into a crowded café. Inside, black-and-white Art Deco lines define the room through geometry, simplicity and contrast. The setting immediately gives Coco Mademoiselle space to breathe. She laughs, relaxes and begins to change the atmosphere around her.
A heel hits the floor. Coco claps her hands. The room reacts. People she passes begin to loosen their bodies, the temperature rises and hands begin clapping in response. Faces catch the light as her energy travels through the café. What starts with one person soon involves everyone inside.
Dance takes over the room without following an established form. The scene lands somewhere between a ball and an unexpected collective impulse, driven by bodies responding to Coco Mademoiselle and to one another. Around one hundred people become part of the same kinetic moment. The film presents her fragrance, mood and presence as inseparable forces, leaving the source of her influence deliberately undefined.
Coco eventually climbs onto the gilded bar as the energy reaches the objects and people surrounding her. From above, she sends another pulse through the café before diving into the crowd. The sequence closes with her fully immersed in what she has created, surrounded by dancers and the formula she has finally discovered. CHANEL uses the film to frame Coco Mademoiselle Crush Absolu through movement, instinct, freedom and the ability of one presence to transform a room.
Joe Wright studied at St Martin’s College in London and has directed nine feature films. He made his feature debut with Pride & Prejudice in 2005, followed by Atonement, The Soloist, Hanna, Anna Karenina, Darkest Hour and Cyrano. His films have received BAFTA, Academy Award and Golden Globe recognition, while Wright has also directed productions for the Donmar Theatre and Young Vic. His latest work includes The Agency for Paramount+ and Showtime, starring Michael Fassbender, Jeffrey Wright and Richard Gere.
