DUBAI: Model Mona Tougaard is among the leads of Chanel’s revived Coco Crush campaign, a cinematic game of hide-and-seek staged at Hollywood’s storied Chateau Marmont. The film was released this week.
At the heart of the campaign is Coco Crush itself, reintroduced a decade after the fine jewelry line first launched in 2015. The new pieces included a choker, a short necklace, two-tone earrings, pave bracelets and a sculptural cuff, reworking the quilted “matelasse” motif — the diamond quilting drawn from Coco Chanel’s designs — that runs as a signature through the house’s codes.
Tougaard and her castmates wore the jewelry throughout the film, which turned the hotel’s corridors and hidden rooms into a playground, where the collection’s “territory of encounters” became a playful chase.
Directed by American image-maker Gordon von Steiner, the film cast Tougaard opposite two of the house’s musician ambassadors: South Korean singer Jennie, a member of the K-pop group Blackpink, who played the seeker, and American singer-songwriter Gracie Abrams, newly named Chanel’s fine jewelry ambassador, as the elusive hider. Models Lulu Tenney, Akon Changkou, Mathilda Gvarliani and Ye Riqun rounded out the cast.
