Chanel debuts A$AP Rocky as ambassador, with Margaret Qualley teaser video

Chanel has appointed A$AP Rocky as a new brand ambassador and debuted his tenure with a teaser video shot in New York co-starring Margaret Qualley.

The video appeared Sunday just 48 hours before Chanel’s couturier Michel Blazy will stage his debut collection of Métiers d’Art also in New York. It’s a unique line first created by Karl Lagerfeld that highlights the unique stable of artisans Chanel has assembled in such skills as embroidery, pleating, glove-making and costume jewelry.
 
Directed by Michel Gondry, the 2.49-minute short opens with the stars waking up in the bed of a walkup apartment in Williamsburg. Where, after a quick peck on her lover’s forehead, Qualley disappears into a tiny bathroom, before magically changing out of her blue nightie and reappearing in a red, white and blue houndstooth Chanel jacket, paired with pale blue pants, her hair in a chignon.

No sooner than she has disappeared, than A$AP leaps out of bed and descends the tenement building’s outside steel stairs and sets off on a mad dash after Qualley. This leads to him swimming under the Brooklyn Bridge, and running north through the Lower East Side, before finally catching up with Qualley at Astor Place station. All the action backed up my moody ambient music courtesy of Le Motel.
 
In between, the rapper and husband of Rihanna, manages to find time to stop in two discount stores to acquire pants and a blazer. Arriving just in time, to genuflect onto one knee, and hold out a small white Chanel box, containing one assumes a diamond engagement ring, at the station entrance. The sight of which leads the actress to leap into the air in paroxysm of joy, before the happy couple march arm and arm back into the subway.
 
And off one assumes to attend the Métiers d’Art show, which will be revealed on Tuesday, 8 p.m. NYC time.