The fashion feast of a film Coco Before Chanel, featuring Audrey Tautou, chronicled the early life of Gabrielle Chanel before she became ‘Chanel’. Now, the French fashion house has turned to those early years for its latest inspiration.
Earlier this week saw the release of a new chapter of the Inside Chanel film series: ‘Gabrielle, a Rebel at Heart’. The film which runs for a scant minute and a half, explores the early influences of the iconic designer who is credited with freeing women from the constraints of corsets into a brave new world of clothes which combined elegance with comfort and ease.
The two major launches of the Gabrielle campaign will be a fragrance line (the company’s first new fragrance pillar in 15 years according to industry bible WWD) and a handbag design.
By returning to the ‘rebel heart’ of its founder, the campaign seems to be designed to attract more of the free spirited, rebellious Millennial generation to the brand.
Gabrielle Chanel eau de parfum is scheduled to make its debut in June in Chanel boutiques and on the official Chanel website before rolling out to other Chanel retail outlets. Information disclosed at this point reveals it to be an ‘abstract floral’ created by Chanel Fragrance Creator Olivier Polge.
The Gabrielle handbag was first seen on the catwalk last October and is due to reach stores in March. Intriguingly, WWD reports that Pharrell Williams will become the first man to star in a Chanel handbag campaign (he wears a croc version of the Gabrielle cross-body). Three other Chanel muses: Kristen Stewart, Cara Delevingne and Caroline de Maigret will also feature in the Karl Lagerfeld-shot campaign, to be released on 3 April.
There’s also news that ‘Gabrielle’ will inspire new watch and jewellery designs from the house later in the year.
Did somebody say waiting list?