Private Co-Branding. Karl Lagerfeld's Strippable Model For Eres Swimwear & Lingerie.

The fashion House of Chanel and sister brand Eres swimwear and lingerie have created a fun interactive campaign, photographed by Karl Lagerfeld, that features model Emily Didonato in a pop up window.



Move your cursor over the cutely dressed model and it reveals the Eres lingerie and swimwear underneath.

Here are some screen grabs of the 'before' and 'after':


And some screen grabs of the interactive process.

before:

after you begin clicking upon the visual:


before:

after:

before:

after:


from CHANEL news:


“CHANEL est une maison-mère avec plusieurs enfants qui ne portent pas son nom. La maison ERES en fait partie. CHANEL fait des maillots de bain et de la lingerie occasionnellement dans le cadre particulier d’une collection. ERES en revanche ne fait que ça, sans prendre ombrage de l’image forte de CHANEL. Mettre de la lingerie ERES sous une robe CHANEL est une démarche “mode” naturelle, moderne et spontanée. Normalement le co-branding se fait entre étrangers – ici il se fait en famille : PRIVATE CO-BRANDING.”

The new and improved translation below was provided by reader, Karina (Thanks Karina!):

“CHANEL is a company which owns multiple smaller companies which do not carry its name. The brand of ERES is one of them. CHANEL only occasionally makes swimwear and lingerie in the specific context of a collection. ERES, on the other hand, does nothing but making this, without taking umbrage at the strong reputation of CHANEL. Wearing an ERES lingerie underneath a CHANEL dress is a natural, modern and spontaneous approach of fashion. Normally, co-branding is between strangers – here it is within the family: PRIVATE CO-BRANDING.”


Start stripping Emily here.

New Chanel Campaign Breaks With Keira Knightly: Coco Mademoisellle

Hot from the newswire:

NEW YORK, 12 (UPI) -- British actress Keira Knightley has reunited with her "Pride & Prejudice" director, Joe Wright, for a short film called "Coco Mademoiselle."

In it, the Oscar-nominated screen star plays the role of a modern-day incarnation of French style icon Coco Chanel.

"Coco Chanel's strong personality, her bold temperament and her charisma were impressive," Knightley said in a statement. "There was no one like her in the world ... her impact went beyond fashion and transformed society by liberating women in both a real and figurative sense."



Shot in five days in Paris, the short film was directed by Wright and overseen by Chanel artistic director Jacques Helleu, the man who has developed the image of Chanel for 40 years.

The film's theme song, "L-O-V-E" is performed by Grammy Award winner Joss Stone.

A national cable television flight of 30- and 60-second spots is scheduled to debut Sept. 24 through Oct. 7. but you can see it now if you can't wait, by clicking here.

In April 2006, Knightley became the new face of Chanel, starring in high-profile advertising campaigns and following in the footsteps of Nicole Kidman, Ali McGraw, Catherine Deneuve, Vanessa Paradis and Anna Mouglalis.

© Copyright United Press International. All Rights Reserved.



excerpt below from the NY Times:
The public will be able to start watching the commercial later this week on the special Web site, which will then be renamed cocomademoiselle.com. The spot will subsequently make its way onto Web sites like mtv.com and vh1.com as well as onto television, including Chanel’s first buys of commercial time on American broadcast networks in 15 years.

The campaign for Coco Mademoiselle is being created internally at Chanel by executives who include Jacques Helleu, the company’s longtime artistic director. An interactive agency, the Vanksen Group, is working with the internal creative team on the digital elements of the campaign.

The campaign has a worldwide budget of at least $10 million, according to the trade publication Women’s Wear Daily. Chanel executives are not discussing the budget nor how much of it is being devoted to online initiatives, but it clearly is far more than the company has ever spent in cyberspace.
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Below are a few example of the online component which goes into great depth about the style and the items in the apartment of "Mademoiselle":





and there's some neat 'behind-the-scenes' stuff on the site as well:



Click here and check it out for yourself.