I really don't like it here. Looks sick, like she is half drunk, after the night out, messy, dirty...
I think it's deliberate, because I've seen this type of advertising done before in other brands. A kind of "down to earth" vibe so the target doesn't feel bad and can relate, with gallons of photoshop which is counter productive anyway. I don't know which one is more insincere, this type of marred idealism or the instagram fashionista "everyday cute" (I'm sorry, I don't know how to classify this) that they're trying to pass off here:
I don't know who did this first, them or Dior. It might have been Dior with Bella, then again Chanel has been promoting IRL Bella Swan for awhile now. I've been told this is to broaden their demographic target, but personally, I don't find it appealing. I keep looking at it and I'm like, what the hell (same for most of Bella's advertisement for Dior). I expect this from like... Bobbi Brown, Too Faced, and similars; not Chanel or Dior. Kind of odd, really.