Chanel released today the first of a four-film campaign series featuring Kristen Stewart as the face of the brand’s new Gabrielle bag, slated to hit stores this month.
The video, directed by Daniel Askill, evokes the rebellious spirit of the maison’s founder, Gabrielle “Coco” Chanel. In it, the smoky-eyed Personal Shopper actress and Chanel ambassador saunters around a room dressed in a black tweed jacket and a white T-shirt carrying the Gabrielle bag. Ultimately, she finds the name “Gabrielle” scrawled across a windowpane and starts laughing.
“What we landed on was ultimately the search for Gabrielle’s spirit, and the sort of fight that you can have with the idea of someone disappearing,” Stewart said in a statement.
It’s not the first time Stewart has been featured in the house’s elaborate visual projects. Last year, she starred in a film directed by Karl Lagerfeld for the 2016 Métiers d’Art collection, and she’s since appeared in ads for Chanel’s cosmetics line.
The next three films will feature Cara Delevingne, Pharrell Williams, and Caroline de Maigret, the latter of whom launched a lifestyle website with Chanel last year. (Delevingne and Williams, if you’ll recall, appeared together in a film for the brand in 2014. Remember “CC The World”?)
2017 might be the official year of Gabrielle, but Chanel has largely kept the founder at the forefront of its vision since her passing 46 years ago. The new film celebrates the revolutionary nature of the woman who gave us the chance to break free from corsets and wear white button-downs instead.