Falling in Love Again with Chanel’s 25
You know that peculiar feeling when a song you have not heard in years suddenly drifts back into your mind and refuses to leave? That quiet persistence, equal parts nostalgia and emotion, is exactly what Chanel’s latest campaign for the 25 handbag evokes. It lingers, softly but unmistakably.
Directed by Michel Gondry, the campaign unfolds less like a traditional advertisement and more like a cinematic daydream. At its center is Margot Robbie, actor, producer, and longtime ambassador of the house, moving through a Parisian street that feels both familiar and slightly unreal. Set to the hypnotic rhythm of Come Into My World, the film bends reality in subtle, poetic ways. Robbie encounters different versions of herself along the way, each carrying a variation of the Chanel 25 bag. The effect is playful, surreal, and deeply human.
There is a personal thread woven into the narrative. The film gently nods to Kylie Minogue’s iconic 2002 music video for Come Into My World, a piece of pop culture Robbie has long admired. Two decades later, Gondry revisits that looping, layered concept, reimagining it through Chanel’s lens. And in a moment that feels both unexpected and quietly perfect, Kylie Minogue herself appears. It is like recognizing a familiar face in a dream you did not realize you were having.
The emotional undercurrent of the soundtrack deepens this story. Originally released on Minogue’s 2001 album Fever, Come Into My World is a dance pop plea for love, an invitation to step into someone’s life and be lifted by connection. In Chanel’s interpretation, that longing transforms into something more intimate and unexpected. It begins to feel as though Robbie is not only moving through versions of herself, but also falling in love with the Chanel 25 again and again. Each encounter reveals a new expression of the bag, in different colors, sizes, and moods, mirroring the many ways affection and desire can evolve over time.
Beyond the film, the campaign extends into a series of striking images captured by photographer Craig McDean. In them, Robbie is never quite the same. In one frame, she is polished and composed. In another, she is relaxed and entirely off duty. The Chanel 25 bag moves seamlessly through each version of her, never overpowering, always adapting.
That adaptability is the essence of the Chanel 25. Introduced in 2025, the bag represents more than a new design. It is an exploration of duality and motion. It carries the house’s signature elements, quilted leather, interlaced chain, the unmistakable double C, but softens them into something more fluid and modern. Its relaxed, hobo inspired silhouette and practical detailing make it feel designed not just for style, but for life in motion.
Available in a range of sizes, colors, and materials, the Chanel 25 shifts as easily as the person carrying it. Bold or understated, structured or effortless, it responds to mood, to rhythm, to the ever changing pace of a day.
In the end, the campaign leaves behind a simple yet resonant idea. We are never just one version of ourselves. And perhaps the most meaningful things we carry, a memory, a melody, even a handbag, are the ones that evolve alongside us.