Review of Chanel ‘Coco Beach’ 2022 Ad Campaign by Film Director and Photographer Lachlan Bailey with model Margaret Qualley
Chanel muse Margaret Qualley stars in a sparkling and serene new campaign for the house’s Coco Beach 2022 collection, captured by film director and photographer Lachlan Bailey.
A bright celebration of the art de vivre, Bailey’s sun-soaked imagery captures Qualley in optimistic solitude as she relaxes by the pool or dives into a sea that gives way to sunset-dyed skies. Paying attention to sensuous details both of the collection’s design and of the body, the campaign exudes a feeling of delicacy and tranquility. There is meticulously crafted luxury here, but it feels effortless – an impressive balance to achieve.
Rather than focus on bikini-bombshell sex appeal, as many beach and swim-focused campaigns seem to do, this narrative is about dressing for no one other than oneself. The focus on joyful solitude and being in touch with self and the natural world is palpable here. It’s an approach that fits the Chanel image perfectly, portraying a modern woman whose beauty and elegance is based in an intrinsic sense of confidence and intellect – whether she’s in the streets of Paris or the shores of a beach.
Chanel Creative Director | Virginie Viard
Film Director & Photographer | Lachlan Bailey
Talent | Margaret Qualley