Chanel taps Wang Yibo and Leah Dou for Coco Crush Qixi campaign

Chanel has put Wang Yibo and Leah Dou at the center of Coco Crush’s Find Me campaign, shot at Chateau Marmont and timed to China’s Qixi season. The pairing gives the house’s gold jewelry line a sharper cultural pitch: not conventional romance, but a stylized encounter aimed at younger status-conscious buyers.

The strategy leans hard on Chanel’s most recognizable code. Coco Crush is built around the quilted motif, an emblem of the house since 1955, and Chanel describes the collection’s clean, even incisions across curved surfaces as a visual language of luck, destiny and moments that can alter a day or a life. That framing matters in a market where brands have become more selective about which milestones they prioritize in China, making Qixi less about broad seasonal sentiment than about product-led precision.

Coco Crush is offered in 18K beige gold, yellow gold and white gold, with or without diamonds, a range that keeps the line anchored in everyday wear as much as in occasion buying. Chanel’s Coco Crush page currently lists 116 products across rings, bracelets, earrings and necklaces, which puts the franchise in the company’s established core rather than in a one-off capsule. For Chanel, that breadth is the point: the campaign is not selling a single hero jewel, but reinforcing a house signature that can be worn daily and still read as status.

That is also why Wang Yibo and Leah Dou fit the brief. Earlier Qixi material from Chanel already used the two ambassadors in a playful video set at the famed Chateau Marmont, signaling a move away from the familiar language of sweetness and toward something more elusive, more coded and more urban. In Find Me, the message is less about courtship than recognition: the right piece, the right signal, the right person who knows what the quilted pattern means.

For Chanel, Coco Crush remains one of the strongest arguments for iconic gold jewelry in Asia and beyond. The collection’s appeal rests on a familiar luxury formula, recognizable design, precious-metal variety and a shape that reads cleanly at a glance, but the campaign’s real work is cultural. It places beige, yellow and white gold squarely in the frame of contemporary desirability, and it does so with the kind of controlled romance that younger buyers increasingly expect from legacy houses.