Kristen Stewart has quickly become the ultimate Chanel muse. An ambassador for the house since 2013, the Twilight-turned-César-winning actress has been the go-to model for more memorable campaigns than we care to count, including this year's Gabrielle bag short film. Versatile and enigmatic, it's not hard to see why Karl was quick to tap her for another Chanel role - as the star of the new Gabrielle Chanel fragrance, which officially launched yesterday.

While we saw a sneak peek of the new campaign visual last month, this new video is the first glimpse of the idea behind Gabrielle Chanel. Set to the sound of Beyoncé's power anthem 'Runnin', Kristen emerges from a dreamy cocoon and runs towards a glass wall that closely resembles the flacon of the Gabrielle scent.

"We deliberately took the opposite line from storytelling," explains Thomas du Pré de Saint-Maur, Head of Global Creative Resources for Chanel Fragrance & Beauty and Fine Watches & Jewelry. "We wanted to highlight an emotion that could be grasped in mere seconds, to tell a sensation as opposed to a story... Instead of retracing her life, we chose to put the spotlight on her free and rebel-at-heart personality." Watch the video below. 

Designed by Chanel's prized perfumier Olivier Polge, the Gabrielle Chanel juice is imbued with a new take on white florals like ylang ylang, jasmine, orange blossom and tuberose. Fresh, modern and floral, it fits perfects within the famous Chanel fragrance family as yet another embodiment of the rebellious spirit of Gabrielle 'Coco' Chanel.

Chanel Gabrielle EDP, $174 (50mL) is available at David Jones and Myer.  

Watch: Kristen Stewart in her first Chanel fragrance campaign