Kristen Stewart dances to Beyoncé in latest CHANEL fragrance campaign

It’s an unlikely duo, but we love it

Beauty Crew Beauty Writer / August 28 2020

Earlier this year, CHANEL announced that Kristen Stewart would be the face of the brand’s new fragrance, Gabrielle. And now, after months of waiting, the first television advertisement for the scent has been released, and just like all the best fragrance ads – it’s a little quirky.

In the minute-long video directed by Ringan Ledwidge, Kristen is seen breaking out of a cocoon-like structure before dancing/running towards a wall of CHANEL Gabrielle perfume bottles, all while Beyoncé’s severely underrated 2009 song, Runnin’ plays.

If you’re just as confused about the story behind the advertisement as us, then according to CHANEL’s Head of Global Creative Resources, Thomas du Pré de Saint-Maur, they achieved their goal. “We deliberately took the opposite line from storytelling. Instead of retracing [Gabrielle Chanel’s] life, we chose to put the spotlight on her free and rebel-at-heart personality,” he explained.

If you’re looking to get your hands on the new scent, you can expect a floral and feminine fragrance that features notes of jasmine, ylang ylang, orange blossom and Grasse tuberose.

If you thought CHANEL’s new advertisement was odd, then Kenzo’s Le Nouveau Parfum advertisement will blow you away.

Share your thoughts on the CHANEL Gabrielle fragrance film with us in the comments below.

Image credit: Getty

Video Credit: CHANEL

Kate started working for BEAUTYcrew in early 2016, first as a contributor, and was then named Beauty Writer in 2017. She loves picking the brains of the industry's top experts to get to the bottom of beauty's toughest questions. Bronze eyeshadow palettes are her weakness and she's forever on the hunt for the perfect nude nail polish to suit her fair skin. Her words can also be found in Men's Health magazine, and she now works in PR.