Some places do more than simply provide a backdrop—they become the true protagonists of stories and myths. The Château Marmont is one such place. Built in the 1920s in Los Angeles as a residence inspired by French castles, it has, over time, become a sanctuary for Hollywood: secret affairs have been hidden here, screenplays written at dawn, and artists, actors, and musicians sought anonymity behind heavy curtains and closed doors. It is said that at the Marmont, no questions are asked, and what happens within its walls remains suspended in time.
It is precisely this aura of discretion, mystery, and intimacy that Chanel has chosen as the setting for its new COCO CRUSH Hide and Seek campaign, transforming the hotel into a space of both physical and emotional play. Corridors and rooms are animated by the constant chase, laughter, teasing, and embraces of vibrant, radiant presences. The theme of encounter is reinvented through a game of hide-and-seek, delicately embodying desire: to search, to brush past, to lose sight, to find again. In the short film, some of fashion’s most iconic faces—Jennie and Gracie—move through the rooms of the Château Marmont, one the seeker, the other the hidden, guided more by instinct than by any rule. They are joined by Mona Tougaard, Lulu Tenney, Mathilda Gvarliani, Akon Changkou, and Qun Ye, all radiant and playful, immersed in an atmosphere suspended between game and lightheartedness. It is the dream of any close-knit group of friends: to be in a legendary place, with every corner at their disposal, letting themselves be carried along by sudden chases, playful escapes, and moments of carefree idleness, turning hide-and-seek into a game of complicity and freedom.
At the heart of this sweet narrative, COCO CRUSH serves as the guiding thread—it is never merely ornament. The pieces of the collection appear on the models in motion as they run and smile, trace streaks through the air with their fingers from a moving convertible, cover their eyes, embrace, and let their hands glide through their hair.
Every gesture celebrates the sense of touch, with hands adorned by the magnificent COCO CRUSH bracelets and rings. In close-up details of these movements, the bold and graphic matelassé motif—so dear to Gabrielle Chanel and iconic to the 2.55 bag—reveals its full elegance. Since 2015, this motif has become a distinctive signature of CHANEL Joaillerie, extending beyond rings and bracelets to necklaces and earrings as well. Among them, the collier (Choker souple COCO CRUSH), also adorned with the celebrated matelassé pattern, and the Manchette bracelet, sculpted like a cuff in beige gold, stand out. The graphic engravings, luminous surfaces, and clean lines of the gold create a language that is instantly recognizable.
There is something profoundly true in the idea of hiding to be found—an emotion that speaks of vulnerability and desire. In a world that constantly demands to be seen, COCO CRUSH Hide and Seek instead chooses to celebrate anticipation, slow discovery, and the intimacy that reveals itself only to those willing to truly seek. Elegant, intimate, and deeply emotive, the campaign tells an experience that feels almost dreamlike. After all, who wouldn’t want to lose themselves, follow their instincts, and let themselves be surprised in a magical setting like the Château Marmont.
For further information Chanel.com.
