Keira Knightley for Chanel

I am in love with Chanel's new campaign for Coco Mademoiselle, feat actress Keira Knightley. It's gone straight up there to become my joint favourite with the fashion company's No5 commercial starring Nicole Kidman last year, although this one featuring one of the best British actresses of today makes it just the bit sweeter.

Chanel shot a mini-video for the campaign starring Keira as modern-day Coco Chanel herself, attempting to bring across her strength, independence and mysteriousness. "Coco Chanel's strong personality, her bold temperament and her charisma were impressive," states Knightley. "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."

Coco Mademoiselle was created by Chanel master perfumer Jacques Polge in 2001. The video was shot over 5 days in Paris, was directed by Joe Wright and overseen by the infamous Jacques Helleu. The film's soundtrack, "L-O-V-E" is performed by Joss Stone.

Keira has replaced Kate Moss as the face of the perfume in a reported £1m, 1 year deal. Kate had previously fronted the campaign since the perfume launched six years ago, but has now been replaced by a fresher [and could be argued more innocent] face.

"Chanel has enjoyed its collaboration with Kate for the last six years, and will maintain a close relationship with her," Christine Dagousset, executive vice president of fragrance and beauty, told Women's Wear Daily. "We think Keira is the perfect Coco Mademoiselle woman because she is always incredibly alluring and seductive. What makes Keira exceptional is that she shows strength and independence through the film roles she chooses to play," she added.

LOVE it!