Pop superstar Dua Lipa steps into a new role as the face of CHANEL’s latest handbag, the CHANEL 25. This introduction marks a fresh addition to the House’s lineage of signature bags, combining elements of its heritage with a modern sensibility tailored to contemporary life. The campaign, captured through the lens of photographer David Sims and brought to motion by Gordon von Steiner, unfolds in the dynamic setting of New York City, a fitting stage for the singer’s effortless charisma.
The CHANEL 25 reinterprets the House’s classic design codes with a focus on versatility. Quilted leather, an interlaced chain strap, and multiple compartments form the foundation of the bag, but the construction prioritizes ease of use. Designed for individuals who move through the day with purpose, it offers three size variations, each balancing spaciousness with a sleek profile. The layout of pockets is an intentional choice, allowing for organization without compromising the silhouette.
Von Steiner’s campaign film channels the energy of music videos, capturing Dua Lipa as she navigates the city. From Manhattan’s fast-paced streets to the intimacy of a photo studio, the visual storytelling follows her natural rhythm, syncing with the unmistakable beat of Fine Young Cannibals’ “She Drives Me Crazy.” The song, selected by Lipa herself, ties into her appreciation for the 1990s, a decade she often references in her personal style and creative influences.
Dua Lipa’s affinity for the bag extends beyond aesthetics. She describes it as a practical companion, tailored for someone who thrives on movement. Thoughtfully arranged compartments cater to her daily essentials, from books to sunglasses and even personal tokens such as crystals.
The campaign also explores the theme of self-expression. Lipa associates the CHANEL 25 with a sense of freedom, a reflection of her approach to artistry. The balance between function and design mirrors her own ability to shift between different creative spaces, whether performing on stage or curating her wardrobe. The visuals emphasize movement, confidence, and spontaneity – qualities that define both Lipa and the bag she represents.
The full campaign will be revealed in March.
