Chanel has launched a campaign film for its Chanel 25 handbag. The film, which was directed by French filmmaker Michel Gondry as a contemporary reinterpretation of Kylie Minogue’s 2002 music video for ‘Come Into My World,’ stars Margot Robbie.
In the advertisement, Robbie encounters multiple versions of herself on a Parisian street, each carrying a different iteration of the bag. Even Kylie Minogue herself makes a cameo appearance in the film.
The Chanel 25 handbag, first introduced in 2025, draws on the house’s iconic numerology and reimagines classic Chanel codes — from the quilted leather and the leather-interlaced chain to the double C logo. The design features two signature pockets and a supple, hobo-inspired silhouette. Chanel makes this bag available in four sizes, with the campaign focusing on the Mini version.
Handbag Anniversary-Celebrating Campaigns
Chanel Marks the Anniversary of the Chanel 25 Handbag
Trend Themes
1. Anniversary-celebrating Campaigns - Brands are leveraging milestone anniversaries to produce cinematic campaigns that reframe product legacies as cultural events, creating opportunities for experiential storytelling and limited-edition releases.
2. Heritage Reinterpretation - Design houses are remixing iconic codes—like quilting, chain straps and logos—into contemporary silhouettes, opening room for hybrid products that blend archival DNA with modern functionality.
3. Celebrity-directed Branded Films - High-profile filmmakers and star talent are being enlisted to create auteur-driven ads, presenting a shift toward narrative-rich marketing that blurs entertainment and commerce.
Industry Implications
1. Luxury Fashion - The sector's focus on nostalgia-infused drops and collectible variations suggests potential for bespoke, high-margin sub-lines and serialized product storytelling.
2. Film and Advertising - A move toward director-led branded content indicates new revenue models where cinematic IP and advertising campaigns converge into co-owned creative assets.
3. Digital Retail and Omnichannel Luxury - Demand for capsule launches and multiple size/color iterations points to frictionless inventory models and personalized e‑commerce experiences that can redefine scarcity and access.