A$AP Rocky’s Fake Proposal to Margaret Qualley: The Chanel Campaign That Broke the Internet
When photos of A$AP Rocky down on one knee with a ring surfaced online, the internet collectively gasped. Was the rapper finally proposing? Had he left Rihanna? The truth turned out to be far less dramatic but equally glamorous: it was all for Chanel.
On October 28, 2025, A$AP Rocky was spotted filming a commercial in Downtown Manhattan, proposing to actress Margaret Qualley in front of the Astor Place subway station. The staged scene quickly went viral, sparking confusion and intrigue across social media. But this wasn’t a real-life proposal. It was a carefully orchestrated campaign for one of fashion’s most iconic houses.
Here’s everything you need to know about the shoot, the stars involved, and why this campaign has everyone talking.
The Scene That Sparked a Thousand Tweets
A$AP Rocky, dressed in a funky orange ensemble with vibrant details, knelt on one knee with a ring in hand as Margaret Qualley looked on. The 31-year-old actress wore a multi-colored checkered shirt, baggy jeans, and black-and-white heels, her hair swept into a sleek high bun. She leaned in slightly, her expression perfectly capturing the emotion of a proposal moment.
The scene was undeniably romantic. It was also completely fake.
The proposal was being filmed for a secret Chanel project, timed strategically ahead of the brand’s upcoming Métiers d’Art show in New York. This marks Chanel’s first runway show in the city in seven years, making the campaign all the more significant.
Still, the optics were confusing. A$AP Rocky is in a long-term relationship with Rihanna, with whom he shares three children. Margaret Qualley is married to music producer Jack Antonoff. So why the fake proposal?
Why Chanel Chose A$AP Rocky and Margaret Qualley
Both stars have strong ties to the fashion world, making them ideal ambassadors for Chanel.
A$AP Rocky has long been a fixture in high fashion. Known for his bold style and collaborations with luxury brands, he’s a natural fit for Chanel’s avant-garde aesthetic. His ability to blend streetwear with couture has made him a fashion icon in his own right.
Margaret Qualley, on the other hand, is a frequent Chanel collaborator. She’s walked in their shows, starred in their campaigns, and consistently embodies the brand’s elegant yet modern vibe. Her presence in this campaign was no surprise to those who follow her career.
Together, they bring a mix of edge and sophistication that aligns perfectly with Chanel’s brand identity.
The Power of a Viral Moment
Photos from the set circulated rapidly online, generating buzz and speculation. Was this a real proposal? A publicity stunt? The confusion only amplified interest in the project.
This is exactly what luxury brands hope for in a campaign. Viral moments drive engagement, and engagement drives brand visibility. By staging a proposal in a public location, Chanel ensured that the campaign would generate organic conversation before the official release.
It’s a savvy move. Fashion campaigns often rely on aspiration and intrigue, and this one delivered both.
The Makeup That Completed the Look
While the fashion and the storyline grabbed headlines, the beauty looks played a crucial role in selling the scene. Margaret Qualley’s polished appearance was no accident. Achieving that flawless, camera-ready finish requires the right products.
For a look like hers, a few key products are essential. A Charlotte Tilbury Airbrush Flawless Finish Setting Powder ensures a smooth, matte complexion that photographs beautifully. To add a natural flush, a NARS Afterglow Liquid Blush delivers a seamless, buildable color that mimics a real glow.
For touch-ups throughout the day, a Hourglass® Vanish Airbrush Pressed Powder keeps shine at bay without looking cakey. And to perfect any imperfections, the Hourglass® Vanish™ Airbrush Concealer offers full coverage with a lightweight feel.
Lip products are equally important for a polished finish. A rhode Peptide Lip Shape defines the lip line beautifully, while a rhode Peptide Lip Tint adds a soft wash of color. For extra hydration and shine, a Summer Fridays Dream Lip Oil or Gisou Honey Infused Lip Oil keeps lips looking fresh and glossy.
These products help achieve the effortless, high-fashion look that Chanel campaigns are known for.
A$AP Rocky’s Life Beyond the Campaign
While the fake proposal dominated headlines, A$AP Rocky’s real life is just as eventful. He and Rihanna welcomed their third child, a daughter named Rocki Irish Mayers, on September 12, 2025. The couple, who have been together since 2020, are also parents to two sons, RZA and Riot.
Despite the demands of fatherhood, Rocky continues to balance his music career and fashion ventures. His ability to juggle these roles while maintaining a high-profile relationship with one of the world’s biggest stars speaks to his work ethic and versatility.
What This Campaign Means for Chanel
Chanel’s decision to stage a proposal scene in New York signals a shift in how luxury brands approach storytelling. Rather than relying solely on traditional runway shows or glossy magazine spreads, they’re creating narratives that feel cinematic and emotionally engaging.
The choice to film in a public location like the Astor Place subway station also adds an element of accessibility. Chanel is known for exclusivity, but by placing its campaign in an everyday setting, the brand bridges the gap between high fashion and real life.
This approach resonates with younger audiences who value authenticity and relatability. It’s a smart move as luxury brands compete for attention in an increasingly crowded digital landscape.
The Importance of Strategic Timing
The timing of this campaign is no coincidence. Filmed just weeks before Chanel’s Métiers d’Art show in New York, the proposal scene serves as a teaser for what’s to come. It builds anticipation and keeps Chanel top of mind as the show approaches.
This kind of strategic planning is essential in fashion marketing. By generating buzz ahead of a major event, brands can maximize media coverage and ensure that their message reaches as many people as possible.
Why Fake Proposals Work in Advertising
Proposals are inherently emotional. They represent love, commitment, and new beginnings. By tapping into these feelings, Chanel creates a campaign that resonates on a deeper level than a typical fashion ad.
The fact that the proposal is fake doesn’t diminish its impact. In fact, it adds an extra layer of intrigue. Viewers are drawn in by the romance, then surprised to learn it’s all part of a campaign. That surprise factor keeps people talking and sharing.
It’s a reminder that effective advertising is about storytelling. The best campaigns don’t just sell products. They create moments that people remember.
How to Recreate the Look at Home
If you’re inspired by Margaret Qualley’s polished appearance in the campaign, recreating the look at home is easier than you might think. Start with a good primer to create a smooth base. The e.l.f. Power Grip Primer or e.l.f. Power Grip Primer + 4% Niacinamide are both excellent options that help makeup stay in place all day.
For foundation, the Charlotte Tilbury Airbrush Flawless Longwear Foundation offers a flawless finish that looks natural in photos. Follow with a NARS Radiant Creamy Concealer to brighten the under-eye area and cover any blemishes.
For blush, try a rhode Pocket Blush or Hourglass® Unreal Liquid Blush for a natural flush. Set everything with a light dusting of powder, and finish with a Maybelline Lash Sensational Sky High® Mascara to define your lashes.
Don’t forget skincare. A La Roche-Posay Hyalu B5 Serum hydrates and plumps the skin, while a La Roche-Posay Anthelios Mineral Sunscreen SPF 50 protects against sun damage.
What’s Next for Chanel and Its Stars
As the Métiers d’Art show approaches, all eyes will be on Chanel to see how the full campaign unfolds. Will there be more surprises? Additional celebrity appearances? Only time will tell.
For A$AP Rocky and Margaret Qualley, this campaign further cements their status as fashion icons. Both have proven their ability to captivate audiences, and their collaboration with Chanel is a testament to their influence.
The Takeaway: Fashion Meets Theater
The fake proposal between A$AP Rocky and Margaret Qualley is more than just a marketing stunt. It’s a carefully crafted piece of storytelling that blends fashion, emotion, and spectacle. By staging the scene in a public location and involving two high-profile stars, Chanel created a moment that felt real, even though it wasn’t.
This campaign is a reminder that fashion is about more than clothes. It’s about creating narratives, sparking conversations, and making people feel something. And in that regard, Chanel has succeeded brilliantly.
Whether you’re a fan of A$AP Rocky, Margaret Qualley, or Chanel itself, this campaign offers something to admire. It’s bold, unexpected, and undeniably stylish. Just like the brand behind it.