The CHANEL 25 Is the New It Bag—The Campaign Starring Margot Robbie Proves It

There are handbag campaigns, and then there is this. Chanel has unveiled the campaign for the CHANEL 25 — and it arrives with Margot Robbie, Michel Gondry behind the camera, and a cameo from Kylie Minogue that will make sense the moment you see it. Together, the three have created something that feels less like a fashion advertisement and more like a genuinely great short film.

Photo Credit: Courtesy of CHANEL

Directed by Gondry, the campaign film stars Robbie — actor, producer, and Chanel House ambassador — in a concept that draws directly from Kylie Minogue’s 2002 music video for Come Into My World. Twenty-five years after that now-iconic clip, Gondry returns to a similar visual idea: Robbie runs into every version of herself on the street, each one carrying a different iteration of the CHANEL 25 bag. The result is pop, dynamic, and unmistakably Gondry — playful in the way only he can pull off without it ever feeling frivolous.

Minogue, whom Robbie has always counted as a fan of, makes a cameo in a setting reminiscent of a Parisian neighborhood — a nod to the original video that will reward anyone who remembers it and delight anyone who doesn’t. It is a detail that speaks to the campaign’s larger intelligence: it references without requiring the reference, and it celebrates without overexplaining.

Photo Credit: Courtesy of CHANEL

Accompanying the film is a series of photographs shot by Craig McDean, featuring multiple versions of Robbie wearing the CHANEL 25 bag across both sophisticated and casual looks. The images capture exactly what the bag is designed to do — move effortlessly between the many versions of a woman’s day without missing a beat.

Photo Credit: Courtesy of CHANEL

Introduced for the first time in 2025, the CHANEL 25 draws on the House’s iconic numerology while reinterpreting the codes of its most legendary bags: quilted leather, a leather-interlaced chain, and the double C. The silhouette is supple and hobo-inspired, available in four sizes, with two signature pockets that make it as practical as it is considered. It is the rare Chanel bag that feels genuinely new while remaining entirely, unmistakably Chanel.

The campaign celebrates the CHANEL 25 Mini, available in a palette ranging from black, white, and beige to dark orange, deep burgundy, light green, and camel — across smooth, grained, crinkled, and shiny calfskin, as well as canvas and denim. There is a version of this bag for every version of you. That, it turns out, is exactly the point.