It is very likely that over the past few weeks, while scrolling through Instagram, you’ve stumbled upon some pictures of A$AP Rocky dropping to one knee for Margaret Qualley in Chanel’s new short film, directed by legendary filmmaker Michel Gondry (yes, the same genius behind Eternal Sunshine of the Spotless Mind and Björk’s Jóga and Bachelorette music videos, among others). And while an honourable mention must go to the comments section, where fans jokingly threaten to tell Rihanna what her husband is up to, the reality is that it was all to announce the upcoming Chanel Métiers d’Art collection, which will take place in New York City on December 2nd.
This new short film feels like watching one of those old silent, fast-paced movies where everything happens in a blur and the movements are exaggerated. In the morning, A$AP gazes at Margaret while she’s still asleep. She wakes. He quickly closes his eyes to avoid being caught. A kiss on the forehead. A quick outfit change, and out the door she goes, in full Chanel, on her way to the metro.
Lana del Rey’s song Margaret, which she wrote for Margaret Qualley and Jack Antonoff’s wedding, perfectly describes the scene: He runs, runs, and runs like his head is on fire. A$AP jumps out of the bed in his red silk pyjamas, rushes down the emergency exit stairs, swims under the Brooklyn Bridge, and sprints through the Lower East Side. Quick pit stops for pants and jackets, and finally, he arrives at Astor Place Station.
On one knee. A Chanel box in hand. Suddenly, everything slows down as we wait for Margaret to emerge from the subway. People pass by. The pants and jacket he had quickly thrown on now come off. And then she appears. She looks at the ring and motion starts again. She jumps with joy. They hug and descend into the subway together.
When you know, you know. After watching, it’s no surprise the short film has become one of the most talked-about moments of the year. And I emphasise one, because there’s more: Chanel has named A$AP Rocky as their newest brand ambassador. “Rocky is an incredible artist who puts his heart and soul into every project he’s involved in. In addition to being an incredible human being. Musician, actor, father, friend… he brings so much to the table and always delivers with kindness. We are thrilled to welcome him to Chanel and I’m thrilled to work together again,” says Matthew Blazy. And we too can’t wait to see where this new collaboration will take them.
