Chanel is reintroducing its most popular bag to a new generation. Today, Chanel releases its newest campaign, The CHANEL Iconic, for its latest rendition of the 11.12 bag.

The campaign, shot by photography duo, Inez and Vinoodh, captures the timeless magnetism of a couturière bag. The quintessential accessory is spotlighted on the arms of five Chanel muses: Anna Mouglalis, Rianne van Rompaey, Imaan Hammam, Louise de Chevigny and Zoé Adjani. Models transform the tres chic Parisian neighborhood of Saint-Germain-des-Prés into Chanel stomping grounds, delivering the powerful femininity eponymous with the fashion house.

“The Chanel 11.12 bag is part of your life forever. It is pure perfection in its proportion, simplicity and understated timeless luxury. The five women in this campaign are icons in their own right, they embody the multiple generations that Chanel has touched,” explain Inez van Lamsweerde and Vinoodh Matadin.

The renowned 11.12 bag has long since become a mainstay of Chanel and traces its origins back to the 2.55, a small rectangular bag pioneered by the brand’s namesake designer. In 1955, Gabrielle “Coco” Chanel introduced the famed 2.55 bag which rose to distinction for its luxurious leather and refined design. The accessory became synonymous with haute couture and continued to leave its mark on the fashion world long after the departure of Coco. In the 1980s, the legendary Karl Lagerfeld joined Chanel and sought to breathe new life into Coco classics. Lagerfeld reimagined the 2.55 with his 11.12 bag which quickly fortified itself as a status symbol of the who’s who of fashion. The 11.12 was reinvigorated from its predecessor by a double-C turn-style lock, the incorporation of seven functional pockets, and an often imitated, never duplicated metal chain interlaced with leather.

“A true ally to everyday life, the Chanel 11.12 bag is more than a classic,” Chanel says in a statement. “A concentrate of dreams, emotions, history and meticulously crafted luxury, it remains an icon of timeless elegance that will forever embody the allure of CHANEL.”

Check out the latest campaign, The CHANEL Iconic, and shop online at Chanel.com.