An accompanying video promoting the brand is directed by Joe Wright ("Atonement").
The fragrance spot features a cover by Joss Stone of the song "It’s A Man’s Man’s Man’s World".
"What we tried to do was turn it round", said Wright about the spot, "so that it begins as a story about the 'male gaze', but becomes about the 'female gaze'. The idea is the artifice of projected sexuality".
This is the second Chanel collaboration between Wright and Knightley, with their first Mademoiselle Coco ad debuting in 2007.
This is the second Chanel collaboration between Wright and Knightley, with their first Mademoiselle Coco ad debuting in 2007.