CHANEL frames its latest 25 handbag campaign through a series of repeating scenes that change incrementally, meaning the same moment is shown multiple times with small differences each time. Directed by Michel Gondry, the film was inspired by Kylie Minogue’s 2001 Come Into My World music video, where a single street scene repeats in a loop and new versions of the same character appear with each pass. In the CHANEL campaign, this structure allows the viewer to see different versions of Margot Robbie within the same setting, each carrying a variation of the CHANEL 25 Bag.

The CHANEL 25 bag campaign, courtesy of Chanel

First introduced in 2025 under the creative direction of CHANEL’s design studio, the CHANEL 25 is presented in the campaign imagery in its mini version. It appears across a wide range of materials and colors, from smooth and grained leather to canvas and denim. The repetition is deliberate, allowing the bag to remain visible across every version of the scene instead of appearing as a single focal point.

In fashion, accessories are often used to anchor a look, and here the handbag functions in that way, staying constant even as the scene shifts. Alongside the film, a series of photographs by Craig McDean presents the same idea. These images feature different versions of the Australian actress styled in both casual and formal looks, with the handbag placed clearly within each composition.

The CHANEL 25 bag campaign, courtesy of Chanel