On a soundstage in Los Angeles, a meticulous recreation of a Parisian street became the backdrop for a significant cultural convergence. Margot Robbie moved through the simulated Rue Parisienne with the practiced ease of a house ambassador. The air was thick with the scent of high-gloss nostalgia and the technical precision of Michel Gondry. This set the stage for the Chanel 25 handbag campaign.

The campaign serves as a sophisticated remix of Kylie Minogue’s 2002 music video for Come Into My World. Directed by Gondry, who helmed the original visual masterpiece twenty-five years ago, the film utilizes his signature in-camera trickery. We see Robbie encountering multiple versions of herself as she navigates the city. She emerges from bookstores and exits taxis. Each iteration of the actress carries a different version of the new silhouette. It is a loop of luxury that feels both grounded and surreal.

The Chanel 25 handbag itself represents a notable departure from the more rigid, structured icons of the house. It features a hobo-inspired silhouette crafted from the signature quilted leather. The design is finished with the indispensable interlaced chain. While it follows the 2025 debut featuring Dua Lipa and Jennie, this campaign emphasizes the Mini silhouette. The palette focuses on deep burgundy, dark khaki, and classic ecru.

This move targets a market shift toward tactile, slouchier luxury items that prioritize utility without sacrificing the brand’s heritage.

The project is a clever bridge between pop culture history and modern luxury. It honors the 25th anniversary of a pop landmark while positioning the Chanel 25 as a contemporary essential.

For Robbie, the collaboration carries a personal weight that transcends the typical brand-ambassador relationship. The first concert she ever attended was Minogue’s Fever tour in Sydney. The song Come Into My World was a staple of that era. There is a poetic symmetry in Robbie stepping into a visual world originally built for her idol. Minogue herself makes a cameo in the film. She appears in a second-story window wearing a pink sweater.

The connection between the two Australians extends into the realm of cinema. Minogue once named Robbie as her first choice for a potential biopic. While Robbie jokingly claims she cannot sing, her performance in this campaign proves she can inhabit the rhythm of Minogue’s world. The chemistry of the production is rooted in this mutual admiration.

The technical execution by Gondry remains the highlight of the visual narrative. He avoids the coldness of modern digital multiplication. Instead, he relies on the rhythmic, synchronized movements that made the 2001 original a classic. Robbie pet dogs, spins around lampposts, and walks bikes. Each action is timed to the loop of the track. It is a testament to Gondry’s enduring relevance as a filmmaker who understands the texture of film.

Beyond the campaign, Robbie’s relationship with the house continues to evolve through her film work. In the upcoming production of Wuthering Heights directed by Emerald Fennell, Robbie wears costumes designed by Jacqueline Durran. These looks incorporate archival Chanel jewelry stitched directly into the garments. This integration of high fashion into period drama reinforces the versatility of the brand.

Robbie’s preference for the Chanel 25 is rooted in its practicality. She noted in a recent conversation that the bag accommodates a full day of activity. It transitions from a morning on set to a late dinner without feeling out of place. This functional appeal is a core component of the bag's market strategy. It is designed for the woman who does not return home until the day is done.

The handbag is available in four distinct sizes to cater to varying needs. The Mini version highlighted in the film is particularly poised to become a street-style favorite. Its compact nature suits the current trend for smaller, more manageable accessories. The choice of burgundy and khaki offers a sophisticated alternative to standard black.

Fashion is currently obsessed with the early 2000s, and this campaign taps into that energy with surgical precision. By revisiting the Fever era, Chanel connects with a generation that views the early millennium as a golden age of pop aesthetics. It is a strategy that relies on emotional resonance as much as craftsmanship.

The campaign succeeds because it does not feel like a simple advertisement. It feels like a short film that happens to feature a beautiful object. The presence of Gondry ensures that the artistic integrity remains high. It is a rare example of a luxury brand successfully mining its own cultural surroundings.

Frequently Asked Questions

What is the Chanel 25 handbag?

The Chanel 25 is a hobo-inspired handbag featuring quilted leather and an interlaced chain. It was first introduced in 2025 and is available in four sizes, including a popular Mini version.

Who directed the Chanel 25 campaign video starring Margot Robbie?

The campaign was directed by legendary French filmmaker Michel Gondry. He is famous for directing Eternal Sunshine of the Spotless Mind and the original music video for Kylie Minogue’s Come Into My World.

Is Kylie Minogue in the new Chanel campaign?

Yes, Kylie Minogue makes a guest cameo in the video. She appears in an apartment window wearing a pink sweater as her song Come Into My World plays in the background.

Why is the campaign a tribute to Kylie Minogue?

The video is a direct homage to Minogue’s 2002 music video for Come Into My World, which was also directed by Michel Gondry. It celebrates the 25th anniversary of the song and its iconic visual style.

What colors are featured in the Chanel 25 handbag campaign?

The campaign specifically highlights the handbag in deep burgundy, dark khaki, and classic ecru. These colors are intended to offer a versatile, sophisticated palette for the spring season.

How does Margot Robbie use archival Chanel in her films?

Robbie frequently collaborates with the house for her film roles. In Wuthering Heights, costume designer Jacqueline Durran used archival Chanel jewelry by stitching pieces into Robbie’s hair and garments.

Where was the Chanel 25 campaign filmed?

The campaign was filmed on a soundstage in Los Angeles. The set was meticulously designed to look like a bustling Parisian street, complete with bookstores, taxis, and apartment buildings.