The fashion house has made its debut financing films with “Clouds of Sils Maria,” starring Juliette Binoche, Chloë Grace Moretz and Kristen Stewart, who can be seen in advertisements for Chanel’s Métiers d’Art Paris-Dallas collection.
Directed by Olivier Assayas, the film screens today at the Cannes Film festival, where it is one of 18 movies vying for the coveted Palme d’Or prize.
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Bruno Pavlovsky, president of fashion at Chanel, says the house not only supplied the actresses with clothes, jewelry, accessories and makeup, but also provided the budget allowing Assayas to fulfill his dream of shooting the movie on 35-mm film instead of digitally.
“Chanel has always had privileged relationships with a number of artists and these relationships, beyond providing them with the means to carry out their projects, have often resulted in direct patronage of these artists. I think the project with Olivier Assayas is a perfect example of that,” he said.
Assayas first met Chanel’s couturier Karl Lagerfeld through actor Édgar Ramírez, who played the title role in his mini-series “Carlos the Jackal.” Lagerfeld subsequently photographed the film director for his book “The Little Black Jacket,” and Assayas and Stewart attended the brand’s fall 2013 couture show.
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“I had only a few scenes in which to establish the main character of Marie Enders – an international actress – and her iconic status, including the extent of how that sometimes weighs on her. Linking her with a house like Chanel very early on in the story was an obvious shortcut. It speaks of a kind of glamor and exactitude that we identify with a French woman and her global influence,” he explained.
The movie also features a cameo by Chanel brand ambassador Caroline de Maigret, who plays a PR for the fashion house.
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Directed by Olivier Assayas, the film screens today at the Cannes Film festival, where it is one of 18 movies vying for the coveted Palme d’Or prize.
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Bruno Pavlovsky, president of fashion at Chanel, says the house not only supplied the actresses with clothes, jewelry, accessories and makeup, but also provided the budget allowing Assayas to fulfill his dream of shooting the movie on 35-mm film instead of digitally.
“Chanel has always had privileged relationships with a number of artists and these relationships, beyond providing them with the means to carry out their projects, have often resulted in direct patronage of these artists. I think the project with Olivier Assayas is a perfect example of that,” he said.
Assayas first met Chanel’s couturier Karl Lagerfeld through actor Édgar Ramírez, who played the title role in his mini-series “Carlos the Jackal.” Lagerfeld subsequently photographed the film director for his book “The Little Black Jacket,” and Assayas and Stewart attended the brand’s fall 2013 couture show.
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“I had only a few scenes in which to establish the main character of Marie Enders – an international actress – and her iconic status, including the extent of how that sometimes weighs on her. Linking her with a house like Chanel very early on in the story was an obvious shortcut. It speaks of a kind of glamor and exactitude that we identify with a French woman and her global influence,” he explained.
The movie also features a cameo by Chanel brand ambassador Caroline de Maigret, who plays a PR for the fashion house.
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