CHANEL presents Gracie Abrams in a new campaign film for Coco Mademoiselle Crush Absolu, directed by Joe Wright. Set in Paris, the film follows a heroine who leaves convention behind and enters a city shaped by rules, appearances and expectation.
CAMPAIGNS
The opening frames establish a formal Paris through Haussmannian buildings, dim streetlights and wet-looking cobblestones. A car passes slowly through empty streets as fabric, makeup and dress codes suggest a controlled social order. The city appears suspended between what it knows and what may come next.
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Coco Mademoiselle breaks that order almost immediately. The car is left empty and clothing lies abandoned along the road. She keeps her fragrance and runs into the city with cropped hair, bare legs, a bare face and a white garment. Without a clear plan, she relies on instinct and reacts to the streets as they reveal themselves.
Her refusal to follow convention attracts figures intent on restoring order. She escapes them by entering a busy café, where Art Deco details define the interior through black-and-white lines, geometric forms and restrained decoration. The room gives her a temporary refuge, and her mood quickly changes.
A single action shifts the entire café. Coco strikes her heel against the floor and claps her hands. The people around her begin to respond physically, first through small gestures and then through increasingly expressive movement. The temperature appears to rise as more faces turn toward her and the room begins to loosen.
The film then becomes centered on dance. Around one hundred people join the same collective sequence, reacting to Coco Mademoiselle and to the growing energy around them. The choreography resists a fixed category, landing between a formal ball and a spontaneous gathering. Fragrance, mood and physical presence become difficult to separate as the café transforms around her.
Coco eventually climbs onto the gilded bar while the rhythm spreads through the room and into the objects surrounding her. She later dives back into the crowd, fully absorbed in the scene she has triggered. The final sequence presents Coco Mademoiselle Crush Absolu through freedom, instinct and the effect one person can have on an entire space.
