Chanel presents the campaign for the CHANEL 25 film bag directed Michael Gondryin the presence of the ambassador of the House Margot Robbie and a cameo by Kylie Minogue. The project is based 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.
The film follows Robbie as she encounters multiple versions of herself moving down a Parisian street. Each version carries a different iteration of the CHANEL 25 bag, creating a sequence that reflects variation within consistency. The narrative is kept simple, allowing repetition of movement and style to define the structure of the campaign.
Gondry approaches the concept with a controlled sense of playfulness, referencing the original video while shifting its context towards fashion. Minogue’s inclusion strengthens this connection without interrupting the flow, placing her as part of the same visual loop. The setting maintains a familiar Parisian atmosphere, grounding the series in a recognizable setting.
Alongside the film, a series of images photographed by Craig McDean extend the campaign. Robbie is seen in many looks, from more structured outfits to relaxed combinations, each paired with the CHANEL 25. The images highlight the versatility of the bag, showing how it functions in different moments without altering its core identity.
CHANEL 25, presented in 2025, is based on the established codes of the House. The quilted leather, leather chain and double C remain central, while the silhouette shifts towards a softer hobo-inspired form. Two external pockets define the structure, enhancing its functional aspect without compromising its visual clarity.
The campaign focuses particularly on the CHANEL 25 Mini, presented in a wide range of colors including black, white, beige, pink, dark khaki, deep burgundy and combinations such as off-white and black. Material variations range from smooth and grained calfskin to canvas and denim, offering multiple interpretations within the same frame.
Through repetition, variation and movement, the campaign positions the CHANEL 25 as a bag that aligns with different versions of the same person. The concept remains direct, with film and images working together to define a clear and adaptable identity.
