The new campaign for the CHANEL 25 bag is directed by visionary filmmaker Michel Gondry and stars House ambassador Margot Robbie, with a special cameo by pop icon Kylie Minogue.
Revisiting the concept of Come Into My World—the iconic 2002 music video—Gondry reimagines the narrative in a contemporary Parisian setting. Robbie encounters multiple versions of herself in the streets, each carrying a different interpretation of the CHANEL 25, highlighting the many facets of modern femininity.
The campaign is accompanied by a photographic series shot by Craig McDean, showcasing the bag across both refined and casual looks.
Introduced in 2025, the CHANEL 25 reinterprets the House’s signature codes—quilted leather, chain detailing, and the double C—through a soft, hobo-inspired silhouette. The Mini version stands out for its versatility, available in a wide range of colors and materials.
Dynamic and playful, the campaign captures a woman constantly in motion—effortlessly adapting her style to every moment of the day.
