Gabrielle Chanel’s birth coincided with the birth of cinema and, in a way, their contribution to culture bears some very important similarities. Both Gabrielle and cinema gave a voice to creative needs that up until then could not manifest themselves and be satisfied properly. Both managed to give the world a different take on aesthetic and style. Both explored new areas of visual expression with an artistic flair that brought historical changes to society. Coco, by creating wearable clothes that represented beauty and freedom of choice, and cinema by “building” alternative interpretations of life.
Gabrielle Chanel started her tenure in Hollywood as a stylist but very soon, MGM’s Samuel Goldwyn invited her to manage the red carpet and on screen looks of major movie stars such as Greta Garbo, Marlene Dietrich and Gloria Swanson as a designer too. But Gabrielle’s vision was not as commercially involved as the Hollywood industry was. Gabrielle eventually returned to Paris to focus on the core of her craft, but cinema kept following her on its own. Emblematic actresses of the New Wave like Jeanne Moreau and Delphine Seyrig trusted her to choose the appropriate outfits for them and later on, mesmerized by her strong instincts, mainstream stars Romy Schneider, Elizabeth Taylor and Jane Fonda also served as ambassadors of her clothes.
Truth be told, Gabrielle Chanel’s strong connection to cinema is in fact a product of a realization Gabrielle probably came to before anyone else did. Movies constitute art but, above all, a platform for fashion to shine. And it takes a talented person with strategic thinking to figure this out decades before fashion evolved into a multimillion-dollar business.
Everyone acknowledges the classic CHANEL 19 bag as a key piece synonymous with undisputed class and the kind of stylishness that upgrades and solidifies one’s look in a posh and rather classic way. Well, the new CHANEL 19 bag campaign, directed by the immensely talented Sophia Coppola and starring Margaret Qualley, is here to infuse the classic side of the bag with the appropriate amounts of coolness in order for it to become, yet again, an item to cherish no matter what your age/class/social status is.
Black leather with gold details, houndstooth motif, multicolor tweed, large diamond quilting, oversized CC clasp and long metallic straps interlaced with leather. Every luxurious component of the emblematic bag makes a glorious comeback in a revamped version, giving it a more contemporary feel. The new campaign emits a joyful, highly energetic and carefree vibe that transmutes a brand that was once considered as very specific target-wise, into an open source of references, a paradigm that anyone can follow in order to form a modern personal style, deeply rooted in fashion legacy.
Margaret Qualley employed her youthful spirit and playful attitude, and, under the creative guidance of Coppola -who knows how to capture and showcase the elegance of innocence like no one else- managed to create an attractive narrative of what owning a CHANEL 19 bag feels like. Take it out, show it off, play with it, live it to the fullest. That is the absolute essence.