ONTD

Class from beginning to end� And one would not expect any less from Chanel's new advertising campaign for "Coco Mademoiselle". Chosen for her ability to modernise the brand, yet stay true to its roots, Keira Knightley epitomises all that Chanel embodies. Following in the dainty footsteps of Nicole Kidman, who featured in the most expensive advert ever made, for Chanel No. 5 in 2003, Keira Knightley features in this, their second international advertising campaign. Descending from the rooftops of Paris amidst a backdrop of the Eiffel tower and a shimmering sunset, Knightley tiptoes barefoot into a luxury apartment, with a jazzy rendition of 'L Is For The Way', sung by Joss Stone. The advert may only last 60 seconds, but you are almost instantly immersed in a world of luxury and what Knightley herself referred to as "unbelievable decadence".


She was invited to give her own input into the project while a team of artistic geniuses re-created the 22-year-old as a young and entirely convincing Coco Chanel. The look was refined over a long period of time and a ruby red silk gown was chosen as well as a subtle diamond necklace, a classic combination, harking back to Chanel's own era. Once the style had been perfected, filming began and lasted six days in the studio.

However, much of the action takes place outside, in several of Paris' most glamorous locations, notably Place Vendome where Coco Chanel lived for more than thirty years at the Ritz hotel. Several poses were deliberately engineered to mimic those of Coco Chanel, and we see Knightley don a classic bowler hat and white shirt in a number of scenes.

Thirty minutes later, once the behind-the-scenes film has ended and one has a real insight into the world of Coco Chanel and the vision behind this new venture. Knightley would not have looked out of place in the 1940s or 50s, and it is for this reason that she was chosen; to depict a timeless chic that will never fade.

Modern, young and fresh, not forgetting the class, this project is indeed special but not wholly unique. Joining Keira and a host of other celebrities are Kate Winslet as the new face of "Tresor" by Lancome and Eva Green, representing "Midnight Poison" by Christian Dior.

-Lara Smallman