Chanel has unveiled a new chapter of its Coco Crush jewelry campaign, weaving the collection’s signature theme of “encounters” with a distinctly Chinese lens. The short film, shot at the iconic Château Marmont in Los Angeles, stars brand ambassadors Wang Yibo and Leah Dou, who bring their own narratives of discovery, connection, and self-expression to the Coco Crush universe.
Both talents embody the spontaneity that Gabrielle Chanel once described as the interplay of “luck and destiny.” Through their stories, the campaign explores how jewelry can transcend adornment to become a vessel for personal meaning, serendipity, and intimacy.
For Wang Yibo—actor, singer, dancer, and one of China’s most followed stars—the theme resonated deeply. “Every encounter holds limitless potential. It might conclude quickly, linger as a mystery, or unfold into another chapter. Each possibility is alive,” he reflected.
Leah Dou, known for her artistry and individuality, found inspiration in the historic Château Marmont itself. “It carries almost a century of history—Hollywood’s golden age, shifting times, and even echoes of my idol, Lana Del Rey, who once performed here. Shooting Coco Crush in this place felt like an encounter with another era,” she shared.
The film struck a powerful chord on Chinese social media. Garnering nearly 25 million Weibo views within days of launch, it quickly became a trending topic, with “Wang Yibo’s first Chanel campaign” climbing search rankings on release day. The casting strategy was deliberate: Wang Yibo injects star power and youthful energy, while Leah Dou speaks to culturally attuned, creative-minded audiences—together bridging mainstream appeal and artistic depth.
The Coco Crush collection itself reflects this duality. Its signature crisscross engravings across gently curved surfaces reinterpret Chanel’s iconic quilted motif, first introduced in 1955 with the 2.55 handbag. Each piece balances elegance and strength, simplicity and intensity—an aesthetic of contradictions that mirrors the encounters it seeks to symbolize.
For Chanel, the campaign underscores a broader ambition: to maintain the house’s timeless heritage while resonating with China’s dynamic youth culture. By pairing two of the country’s most relevant talents, Chanel not only amplified immediate impact but also deepened its long-term cultural footprint in one of its most important markets.
✨ Want to explore more exclusive insights into the global diamond & jewelry industry?
👉 Visit aidi.org