Chanel presents the campaign for the CHANEL 25 handbag with a film directed by Michel Gondry, featuring House ambassador Margot Robbie and a cameo from Kylie Minogue. The project builds on a visual concept rooted in repetition, drawing directly from Minogue’s 2002 music video for Come Into My World and translating it into a contemporary urban setting.
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The film follows Robbie as she encounters multiple versions of herself moving through a Parisian street. Each version carries a different iteration of the CHANEL 25 bag, creating a sequence that reflects variation within consistency. The narrative remains simple, allowing the repetition of movement and styling to define the structure of the campaign.
Gondry approaches the concept with a controlled sense of play, referencing the original video while shifting its context toward fashion. The inclusion of Minogue reinforces this connection without interrupting the flow, positioning her as part of the same visual loop. The setting maintains a familiar Parisian atmosphere, grounding the sequence in a recognizable environment.
Alongside the film, a series of images photographed by Craig McDean expands the campaign. Robbie appears across multiple looks, from more structured outfits to relaxed combinations, each paired with the CHANEL 25. The images emphasize the bag’s adaptability, showing how it operates across different moments without altering its core identity.
Introduced in 2025, the CHANEL 25 builds on the House’s established codes. Quilted leather, the leather-interlaced chain, and the double C remain central, while the silhouette shifts toward a softer, hobo-inspired form. Two external pockets define the structure, reinforcing its functional aspect without compromising its visual clarity.
The campaign focuses particularly on the CHANEL 25 Mini, presented in an extensive range of colours including black, white, beige, pink, dark khaki, deep burgundy, and combinations such as ecru and black. Material variations extend from smooth and grained calfskin to canvas and denim, offering multiple interpretations within the same framework.
Through repetition, variation, and movement, the campaign positions the CHANEL 25 as a bag that aligns with different versions of the same individual. The concept remains direct, with the film and imagery working together to define a clear and adaptable identity.
