It seems everyone checks the time on their phones these days, but Chanel has a compelling (and chic) reason to go for a classic watch. In a new campaign for Code Coco, the iconic French brand heads to the Ritz Paris to follow the timepiece around the wrists of elite models.
The video heads around the hotel where Coco Chanel slept to offer a peek into the days of Alice Dellal, Soo Joo Park, Nozomi Iijima, and Alma Jodorowsky as they enjoy Parisian luxury. Just like the iconic designer, the models seem right at home in the hotel: Dellal enjoys a lazy breakfast in the courtyard, Park relaxes in an enormous swimming pool all to herself, and Jodorowsky decides the front desk is a perfect spot to read some F. Scott Fitzgerald. Metronomy's "The Look" plays in the background, a reminder that Chanel's aesthetic aims to transcend time.
Code Coco, a watch line which launched last year, takes inspiration from Chanel's most iconic handbag creation, the 2.55. Its black, quilted design brings modern minimalism to a classic aesthetic, and it feels right at home in a campaign which infiltrates black-and-white video of the historic Ritz Paris with the brand's youthful current favorites and an indie soundtrack.
Chanel's next ready-to-wear collection will show early next month, so this campaign feels like a reminder of two things: time is ticking, and Paris Fashion Week attendees should get excited for the promise of French chic amidst the craziness of attending shows. Take this as inspiration to take a slower morning, whether you're sipping a café au lait in France's most iconic hotel or simply enjoying a little self-care.