Presented for the first time at the Spring-Summer 2022 Ready-to-Wear show, the CHANEL 22 bag, the House’s new emblematic design, is revealed in a campaign directed by the duo Inez & Vinoodh.
This campaign features four icons of their generation, Lily-Rose Depp, Margaret Qualley, Whitney Peak and JENNIE, in four different settings: Los Angeles, Palm Springs, New York and Seoul. Each one evolving in her own daily life, within a setting that reveals all the facets of their personality.
Four atmospheres and their main characters that culminate in four films, guided by a single idea: to dive into the lives of these muses while reflecting the zeitgeist. Codes associated with pop culture, cinema and TV series are also invited to the party. With a specific partner of choice: the CHANEL 22 bag.
“JENNIE has an amazing career and the incredible work ethic that comes with being a K-pop star, where perfection, patience, endurance, responsibility are essential.
Together we agreed there are other sides to her we don’t see. We all know her amazing image as a performer, but sometimes there is imperfection, chaos, fun, uncontrollable joy – like every human being. It’s all about finding that balance. We decided to visualize those elements as a “second JENNIE”, almost like an imaginary, fairylike version of her. It’s about these two sides of a human being and letting the chaos happen: it’s about happiness, not just perfection.
We filmed and photographed JENNIE in a traditional Hanok home in Seoul that was beautifully modernized and added fairylike elements to it. We wanted to set this imaginary JENNIE against a backdrop that was less realistic, more fantastical. Her character has fabulous animated wings in the video making it even more magical.”