In 1932, Chanel, ventured into the world of high jewellery with the same boldness that characterised its iconic fashion revolution. Gabrielle Chanel shattered the codes of French High Jewellery with “Bijoux de Diamants”, her one and only collection in platinum and diamonds and introduced new ways of wearing jewellery and took it into a new realm...that of allure. Now, to kick off 2024, the legacy continues with the new pieces from the iconic Coco Crush Fine Jewellery collection, symbolized by its quilted motif, emblematic of the House and made of engraved lines, curved profiles and gadroons.
For the campaign, Chanel transformed the Palais Brongniart in Paris into a musical chairs arena, soundtracked by the beats of "It's So Good", an original composition by British musician Jamie xx. Featuring a plethora of brand ambassadors, including the likes of actor Amandla Stenberg, newest ambassador Bohemian Rhapsody actor Lucy Boynton, and Blackpink musician Jennie, the latest campaign pays homage to the house’s historical commitment to craftsmanship, creativity, and the art of making a statement through fine jewellery.
In the campaign video, Jennie is shown listening to music. As she turns the track on and off, the cast plays musical chairs, with Amandla Stenberg and Lucy Boynton also battling it out to get themselves on dwindling seats as the game progresses.
The new Coco Crush campaign itself captures the essence of unexpected encounters that shape destinies. From new mini bracelets in varying types of gold to rings and earrings available with or without diamond additions, the pieces seamlessly combine strength and delicacy with simplicity and density. With the signature Coco Twist clasp, each mini bracelet in the collection is designed to open and close seamlessly with a single movement, symbolising an endless cycle of timeless elegance. Elsewhere, each piece is available in yellow, white or beige gold.
Watch the campaign video below to catch Jennie, Amandla and Lucy playing musical chairs. #CocoCrushClub #CocoCrush #CHANELFineJewelry
