Kristen Stewart’s New Chanel New Perfume Campaign is Here

Dancing to Beyoncé was really unexpected

Kristen Stewart

Photo: Chanel

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 in the minute-long clip overseen by commercial director Ringan Ledwidge, Stewart dances to a Beyoncé track.

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.

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.”

Related article: Her Name is Gabrielle

Gabrielle

Photo: Chanel

Gabrielle Chanel is a sparkling, feminine floral scent comprised of four white flowers: jasmine, ylang-ylang, orange blossom and grasse tuberose.

Expect to catch the full release on September 1.

Gabrielle Chanel will be available from September.

Related article: Chanel is Launching a New Fragrance This Fall

From: Harper’s BAZAAR US

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