“The CHANEL 19 bag is very cool. I feel slightly cooler when I wear it. When I grow up I hope to be as cool as the CHANEL 19 bag”, enthuses Margaret Qualley, one of the three muses for the CHANEL 19 bag campaign, the last-born of the House. The number 19 stands for 2019, the year of its creation. A name that echoes its elder, the 2.55 bag, created in February 1955 by Mademoiselle Chanel.
The atmosphere is light-hearted and fun in this luminous campaign imagined by Sofia Coppola in collaboration with Virginie Viard, Artistic Director of CHANEL’s Fashion collections. “I wanted to show how Chanel is so classic it can work with many personalities, and is great to show on different women,” declared the film maker.
Steven Meisel took over from Sofia Coppola’s imagination when photographing the three talented actresses: Margaret Qualley, recently seen in the film Once Upon a Time… in Hollywood by Quentin Tarantino and in the series Fosse/Verdon, Taylor Russell, who delivers two powerfully nuanced performances in Trey Edward Shults’s WAVES and in the series Lost in Space, and finally Marine Vacth, who has recently starred in the film Pinocchio by Matteo Garrone alongside Roberto Benigni, and will play the leading lady in the series Moloch directed by Arnaud Malherbe. “It’s wonderful seeing the unique personality of each one of us emerge through the House’s creations,” affirms the French actress. As for Taylor Russell, she says, “The mood of this campaign feels very buoyant, open, and friendly. The colours and tones are exceptionally eye-catching and bright and evoke a warmth and playful energy. It makes you want to smile.”
“I love how Steven shoots women and how he has captured each of their personalities, Margaret is exuberant, Taylor is bright and full of energy and Marine is an elusive French beauty,” confides Sofia Coppola. The brightly coloured shots highlight the incredible freedom offered by the CHANEL 19 bag, swathed in a large diamond quilting and embellished with an oversized CC clasp. Each of them makes it her own. Its ultra-supple and highly practical structure, along with its long metal chain interlaced with leather doubled with a curb chain, make it an everyday companion. “The CHANEL 19 bag is playful whilst being timeless. I think it matches the part of me that is adventurous and likes to try new things,” says Taylor Russell. “The CHANEL 19 bag has enough character to remain discreet,” adds Marine Vacth.
With a natural chic, the French actress continues, “Virginie Viard is someone I admire. Her creations seem to be made for the daily life of women, however different they might be. I feel free and stronger.” A feeling shared by Margaret Qualley: “I’m in awe of Virginie. She is incredible. I feel like the best version of myself when I’m wearing her designs.” What emerges from these images is Virginie Viard’s own vision of CHANEL, resumed perfectly by Sofia Coppola: “She loves and respects the House and keeps it moving forward for today’s woman, based on what Gabrielle Chanel started and what Karl Lagerfeld continued.”