The Chanel 25 bag campaign knows memory sells when it moves as Margot Robbie glides through a fever dream, multiplying, looping, doubling back, and stepping into the visual language Michel Gondry made iconic with Kylie Minogue.
The Chanel 25 bag campaign knows memory sells when it moves as Margot Robbie glides through a fever dream, multiplying, looping, doubling back, and stepping into the visual language Michel Gondry made iconic with Kylie Minogue.
March 24, 2026
The sly thrill of the Chanel 25 bag campaign lives in its structure. Michel Gondry reaches for the choreography of Come Into My World and gives it a couture pulse. In Kylie Minogue’s 2001 video, Kylie Minogue circles the same Paris block again and again, each lap summoning another Kylie, another wink, another pocket of perfectly timed chaos. The Chanel 25 bag campaign catches that same delicious rhythm as Robbie strides through a Paris-flavored street built on a Los Angeles soundstage, meeting fresh versions of herself at every turn, each one swinging a different Chanel 25.
That multiplication gives the Chanel 25 bag campaign its sparkle. One Margot Robbie brings star wattage. A whole parade of Margot Robbies brings a wardrobe of moods. The bag slips through every version of modern womanhood with a wicked little grin: polished in one frame, playful in the next, rushing ahead, flirting in passing, ready for errands, ready for cinema. Chanel takes a beloved music-video trick and dresses it up as pure product storytelling, with the sales pitch tucked inside the fantasy like silk lining.
The casting gains extra sparkle through its own pop lore. Margot Robbie shared that Kylie Minogue’s Fever tour was the first concert she ever attended, and Kylie Minogue once said she could picture Robbie playing her in a biopic. That little loop gives the Chanel 25 bag campaign a sweet pulse of fate. Robbie moves through Kylie’s visual universe carrying her own early pop memory inside it, and the whole thing lands with a lovely shimmer of sincerity.
Michel Gondry gives the Chanel 25 bag campaign its real magic. He directed the original Kylie Minogue video, and here he returns to play with his own visual language again, this time through the codes of Chanel. The result feels deliciously self-aware, full of bounce, charm, and a sly sense of authorship. Kylie Minogue’s cameo adds another spark. She slips in like a pop phantom with perfect timing, casting a soft glow over the film and sealing the relay between one icon and the next.
Then comes the campaign’s chic double act. Michel Gondry handles the moving image. Craig McDean captures the stills. Together they give the Chanel 25 bag campaign two gorgeous pulses.
The Chanel 25 bag campaign flirts with numbers in a way that feels deliciously deliberate. Chanel’s own campaign page frames the film as arriving 25 years after Come Into My World, so the whole story arrives already dressed in a wink, a callback, a little pulse of pop timing. That instinct slips beautifully into the house’s long-running romance with digits. N°5 carries the aura of the fifth sample Gabrielle Chanel chose. The 2.55 folds February 1955 into handbag history. Nineteen carries its own symbolic charge inside the house mythology. Then comes 25, stepping in with the same sparkling confidence, joining a lineage where numbers feel like secret codes passed between product, memory, and legend.
That symbolic sparkle also gives the Chanel 25 bag campaign its generous, glamorous spread. Chanel’s official 25-page presentation presents the bag in four sizes: Mini, Small, Medium, and Large. The color offering brings its own little party, moving through black, white, pink, beige, blue, red, orange, and yellow. Seasonal pages and product listings keep the energy flowing through denim, raffia, burgundy, khaki, camel, brown, and black-and-white mixes.
That same logic gives the new Margot chapter its playful punch. The first major rollout in early 2025 introduced the Chanel 25 as a roomy, lively hobo bag made for women in motion, with Dua Lipa leading the charge. The 2026 Chanel 25 bag campaign tightens the frame around the Mini, and suddenly the story picks up a fresh little skip. Same house code, fresh scale, fresh energy, fresh temptation.
The real charm of this story starts with freedom. That is the pulse running through the bag’s lineage, and it gives the Chanel 25 bag campaign its deeper sparkle. Vogue traced the bag back to the 2.55, while Chanel’s own history still celebrates Gabrielle Chanel’s 1955 quilted handbag with its sliding chain, a design that let a woman move through the world with ease, grace, and both hands gloriously available. That spirit lives right inside the Chanel 25. The silhouette feels relaxed, the attitude feels current, and the soul feels pure Chanel: glamour with purpose, elegance with momentum, luxury that lives beautifully in motion.
In shape and detail, the Chanel 25 picks up that heritage and gives it a fresh little sway. Chanel presents it as a supple hobo-inspired bag with quilted leather, two signature side pockets, the leather-interlaced chain, and the double C gleaming like a final wink. The early launch introduced small, medium, and large sizes, along with interior compartments, exterior pockets ready for a phone, and removable pouches tucked into the larger versions. Everything about it speaks the language of a woman in full swing, moving through the day with plans, lipstick, receipts, secrets, headphones, and a schedule that keeps flirting with midnight.
The Chanel 25 debuted on the Spring/Summer 2025 runway as part of a collection presented by Chanel’s Creation Studio after Virginie Viard’s June 2024 departure. The Chanel 25 arrived during a moment when the house wanted rhythm, continuity, and a clear icon to carry the mood forward. So the bag stepped in like a polished little savior, ready for the spotlight, ready for the shelves, ready for the street. It entered the house as an emblem built to steady the beat, and the Chanel 25 bag campaign now turns that emblem into a star.
That is why the Chanel 25 bag campaign lands with such delicious force. It folds Margot Robbie’s Kylie Minogue devotion into Chanel lore. It invites Michel Gondry to revisit one of pop’s cleverest visual pleasures. The film loops, the women multiply, the mood keeps sparkling, and the bag holds the center with supreme ease. That is the Chanel fantasy in full bloom: every return feels juicy, every repetition feels chic, and the object at the heart of it all keeps calling you back for one more look.
