Making of: Blake Lively for Chanel, plus new Keira Knightley teaser

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Despite the fact Karl Lagerfeld told delegates at the International Herald Tribune’s Heritage Luxury conference back in November last year “there is no [social] marketing” at Chanel, the news page of its website is often a treasure trove of insight into the brand that frequently goes viral by itself.

The latest post shows a behind-the-scenes video of Blake Lively’s shoot for the Mademoiselle handbag line, photographed, of course, by Lagerfeld.

In it, the Gossip Girl actress can be seen posing with various different pieces from the collection (a good way of getting more seen than those chosen for the final images of the campaign I might add), while Lagerfeld directs her positioning and rearranges her posture.

An earlier post, as the picture above shows, also features a series of images from the shoot.

Meanwhile, a teaser has also been released of Keira Knightley’s new Coco Mademoiselle fragrance ad, called Gabrielle. Directed by Joe Wright of Pride & Prejudice and Atonement fame, the 40-second clip sees the British actress dressed in a beige one-piece alongside a coordinating motorcycle.

Her voiceover can be heard to say: “Nobody said exactly what it was going to be like. But I knew that it was something about a motorbike, and I knew that it was going to be beige, and they said, ‘Sort of catsuit,’ and I went, ‘OK.’ It was completely unexpected. It’s a Chanel superwoman, I think.”

The full ad is set to debut on the Chanel site on March 21.