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Keira Knightley for Coco Mademoiselle launch

Written by Tania Braukamper

Seldom does a product come along whose launch simply makes you go 'wow'. Chanel's Coco Mademoiselle launch is, however, one such instance.

It's hard to explain exactly how much effort Chanel have gone to in order to bring the Keira Knightley fronted product to life, but it is all personified in the new website www.coco-mademoiselle.com. Pay it a visit and witness a perfume come to life, and not just thanks to a very elegant short film starring Knightley with additional music from Joss Stone. Rather, it's the extra details which really are key.

Click around the site and you're not just listening to a very cool rendition of L.O.V.E, but you're inside the Coco Chanel's apartment above her Rue Cambon couture house which was used in the short film. You can take a tour of the apartment's various rooms be they the study or the entrance hall, or particular details such as the chandeleir or staircase. All through the tour are little anecdotes and behind-the-scenes video detailing the filming of the campaign.

The new Coco Mademoiselle website is certainly worth a visit, and we can't help but appreciate the effort Chanel have gone to making them one of the few fashion houses to really recognise the value of the Internet to the world of fashion.

Expect to see a lot more from the new campaign as it goes into full swing as of 12 September. You can already get your hands on the perfume however, with Amazon US stocking it from $47.50 and FragranceNet also stocking it.

Updates

Keira Knightley topless (and badly photoshopped) for Chanel

Keira Knightley & Chanel: Winter 2010 advert

Keira Knightley for Coco Mademoiselle film

Written: 11th September 2007 at 05.10

Comments: Click Keira Knightley for Chanel - first photos to read comments.