In advance of the gathering buzz for this fall’s Atonement, Keira Knightley headlines the new campaign for Coco Mademoiselle, a fresh oriental scent created by Chanel master perfumer Jacques Polge in 2001. Starring in the same-named short film/advert, Knightley plays the role of a modern day Coco Chanel — a mysterious and independent woman who takes destiny into her own hands — and in doing so joins a list of iconic faces featured in Chanel fragrance campaigns, including Nicole Kidman, Ali McGraw and Catherine Deneuve.
Knightley and her Atonement director, Joe Wright, and thus a savvy, very smartly timed piece of flirty parallel promotion for a romance that is being described as devastatingly well-made, but still has to overcome certain period piece prejudices. The production was overseen by Chanel Artist Director Jacques Helleu, and it features a soundtrack tune performed by Grammy-winner Joss Stone. “Coco Chanel’s strong personality, bold temperament and charisma were impressive,” states Knightley in a press release on the matter. “There was no one like her in the world… her impact went beyond fashion and transformed society by liberating women in both a real and figurative sense.”
No doubt Knightley’s Chanel impact — particularly in the above photo, much more so than the relatively chaste ad — will help, umm, liberate young guys everywhere. National cable television 30- and 60-second spots will debut September 24 and run through October 7. Atonement, previously scheduled to open Stateside on October 12 from Focus Features, will now release on December 7, the better to capitalize on awards buzz.