A noticeably unattended, handsome young man enters a large warehouse. His cries of “hello” echo about the markedly empty space. As he scans the area, there are empty cases strewn about and spotlights in the ceiling that cast limited lighting. Suddenly, a drum plays loudly in the background by an unseen hand. The drums get louder and faster as the young man drags a trunk across the floor in haste. He’s a man with a plan, but what is he up to?
He hops onto the trunk as it glides across the floor with ease. No, wait…it has wheels! Using each stacked trunk as a stepping stool he manages to get to the top of the highest one. Now he’s perilously walking across the rails mounted onto the spotlights! Skillfully yet carefully he uses balances himself across, gently adjusting Chanel’s latest curated shoulder bag across his torso and behind him so he can gather himself. Once he jumps back down, his inner child physically manifests and gives him a standing ovation.
The young Pharrell opens his hand to reveal the word ‘GABRIELLE’ scripted in across his palm. “Gabrielle”? The slightly-older-yet- seemingly-naive Pharrell asked. As anxiously glances around the room, he then turns around and the boy is nowhere in sight. Intuitively, Pharrell looks down at the bag draped across his body and gives an adulterated look at the camera as the any remaining innocence fades from his countenance.Karl Lagerfeld in his absolute brilliance has done it again, but for the first time, his latest creation has a man cast as the main character for Chanel’s campaign video .
Pharrell Williams, aka “Skateboard P”, master producer and artist who has such an eclectic fashion sense, so much so that the gigantic cowboy hat he wore at the 2014 Grammys landed its own Twitter account. Quite naturally, Williams was the perfect choice for the ad. Although the announcement was made in March, the French Atelier recently launched the video, and of course, every media outlet was abuzz. What is also significant about this ad, is that the bag itself, ‘Gabrielle’, is respectfully named after The Gabrielle “Coco” Chanel herself. The bag’s design has Chanel’s notable quilting, butter-soft leather, and could not be complete without the double C’ we have grown to admire and envy.