It's perhaps an understatement to say that K-Stew is Karl Lagerfeld's favourite muse for Chanel since 2013—the actress previously starred in the house's ad campaigns for the Paris in Rome collection and the Eyes Collection 2016. So it comes to little surprise that Chanel has once again tapped her for the upcoming Gabrielle Chanel fragrance, to be launched this September.

This year has been a significant one for the French luxury house's Gabrielle Chanel campaign. The first launch was the unique, soon-to-be It bag—it was given a star-studded treatment with the #GabrielleChanel squad (made up of Stewart, Cara Delevingne, Caroline de Maigret, and Pharrell Williams) featured in four different short films. Following this, Gabrielle Chanel Eau de Parfum is the first fragrance pillar to be launched from the house in 15 years. It is described as an "abstract floral" and is inspired by the young Gabrielle—a rebellious free spirit that thrived before Coco. The film campaign starring Stewart was shot by director Ringan Ledwidge, with a print ad directed by Karim Sadli. Watch this space for updates come September.

 

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