Margot Robbie stars in the new CHANEL 25 campaign

Under the direction of Michel Gondry, an audiovisual piece has emerged that transcends fashion to take its place within the realm of contemporary visual culture.

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The Maison’s new campaign, celebrating the launch of CHANEL 25, is particularly successful in its construction of a fragmented, self-referential narrative. Margot Robbie multiplies on screen, crossing paths with herself in an urban choreography that directly references ‘Come into my world’, Kylie Minogue’s iconic music video released in 2002. Two decades later, Gondry revisits that idea to reinterpret it from a contemporary perspective, where repetition becomes a metaphor for the multiple identities that coexist within a single woman.

Kylie Minogue’s cameo serves as a clever, almost conspiratorial nod that bridges generations and references, positioning the campaign somewhere between nostalgia and the present day. It all takes place against a backdrop reminiscent of a Parisian neighbourhood, reinforcing that imagery so deeply associated with CHANEL, yet reimagined with a fresh, almost playful energy.

The campaign unfolds through a series of images by Craig McDean, in which different versions of Margot Robbie interact with the CHANEL 25 handbag across a range of stylistic interpretations. Sophisticated looks sit alongside more relaxed styles, highlighting the versatility of a piece designed to keep pace with the rhythm of a contemporary, active woman who is constantly evolving.

First unveiled last year, the CHANEL 25 draws on the Maison’s numerical iconography and reinterprets some of its most recognisable elements: quilted leather, the chain intertwined with leather, and the iconic double C clasp. These signature features are complemented by a versatile hobo-style silhouette, which lends the bag a more casual and functional feel. Its two signature pockets reinforce this balance between aesthetics and practicality, establishing the bag as a piece designed for everyday use.

Available in four sizes, the CHANEL 25 is a versatile piece that adapts to different settings and lifestyles.