It’s been seventeen years since Coco Mademoiselle’s release, a fragrance that has been a part of many young women’s lives. And now the French fashion houses launches a captivating fragrance that makes a strong impact, with no intention of being forgotten; Coco Mademoiselle Intense.
The campaign for the fragrance features none other than Keira Knightley who has been the face of the fragrance for the past decade, “I’ve been so lucky in my relationship with Chanel. It’s a fashion house that I have always been fascinated by because of its history and the person who started it. I first signed to the house when i was 21, and I never though that over a decade later I would still be working on new and beautiful Chanel campaigns.” says Knightley.
The campaign reveals a new personality trait of the temptress; a new lesson in seduction that encourages embracing life and all its adventures. In an interview for BAZAAR with the face of Coco Mademoiselle, Keira Knightley delves into her relationship with the house, filming the ad campaign and the new Coco Mademoiselle Intense.
Would you say your relationship with Chanel has changed over the years?
The first campaign I did was for fragrance, but since then I have also appeared in a lipstick campaign and right now I’m with fine jewellery. Part of the joy for me is seeing the different facets of the house and how they all work: for example talking to the head of jewellery and hearing about the whole universe around it is just fascinating to me, and for fragrance, going into the lab and smelling all the different raw materials is something I love so much… I feel so lucky to be able to peer behind the scenes.
What was it like shooting the movie for the new Coco Mademoiselle Eau de Parfum Intense?
It was interesting because there’s a new director this time, Johan Renck. For him it was about taking some of the ‘polish’ off the film and making it a little naughtier somehow, and I think we achieved that! It’s a bit naughty… I wouldn’t say dirty, because Chanel would never be that, but…it’s naughty and that felt quite fun.
This is the fourth movie you’ve starred in for Coco Mademoiselle. Is there a common thread between them?
I definitely think of her as a character, and there are definitely common links between the films: like it wouldn’t be a Coco Mademoiselle ad if she ended up with the guy! This story is not about Prince Charming, it is about there being many ‘Prince Charmings’ and you can have a nice time with them and then you throw them away and then you get a new one! It’s like ”let’s have fun, let’s be flirty, we can have a great time but then I’ve got things to do in the morning so goodbye!” I really like that attitude!
Is there a message behind the Coco Mademoiselle story?
I think generally, Coco Mademoiselle is a bit more fun a a bit more empowering, because its absolutely not about going ‘I’m looking for Mr Right,’ it’s about having fun right now, and I think that’s quite a nice message for women.
How would you describe the new Coco Mademoiselle Eau de Parfum Intense fragrance?
I think the new fragrance has a real presence to it which I love. The original to me sits much more happily in the background while this one is in the foreground, it’s a little more punchy and assertive – just like my character in the film, which is what we tried to do; to make the Coco Mademoiselle character have some of the intensity and sensuality of the new fragrance.
Watch the film here: