In the golden haze of a reimagined Paris, Margot Robbie moves through looping streets as if caught in a dream that refuses to end. Directed by Michel Gondry, the new CHANEL 25 handbag campaign unfolds like a love letter to Kylie Minogue, the pop icon Robbie has admired for years. Robbie appears in multiple guises, each version carrying a different iteration of the house’s latest mini silhouette. Then, in a moment of pure delight, Minogue herself steps into frame. The effect is hypnotic: a 2026 remix of Minogue’s 2002 video “Come Into My Dream,” now reimagined twenty-four years later as a tribute that feels both nostalgic and strikingly new.
The CHANEL 25 handbag itself arrived in 2025 with the quiet authority of a future classic. A supple hobo-inspired shape crafted in quilted leather, it is finished with a leather-interlaced chain strap, two signature flap pockets, and the interlocking CC clasp that has defined the house for generations. Four sizes were introduced; the campaign spotlights the Mini, offered in deep burgundy, dark khaki, and classic ecru. Practical yet unmistakably Chanel, the bag captures the brand’s genius for turning everyday utility into quiet luxury.
Robbie’s relationship with Chanel stretches back nearly a decade, evolving from early Coco Neige campaigns to fragrance ambassadorship and, most recently, the house’s No. 5 face. Yet this latest chapter feels different—less about singular glamour and more about playful multiplicity. Where Dua Lipa and Jennie debuted the silhouette in 2025 with poised minimalism, Robbie brings theatrical warmth. Gondry’s direction turns the city into a hall of mirrors: Robbie in burgundy crosses paths with Robbie in khaki, each carrying the same bag as though passing a secret between selves. The cameo from Minogue seals the narrative, transforming admiration into collaboration.
What makes the campaign resonate so deeply is its cultural fluency. Minogue’s original video, shot on the same Parisian streets, captured a generation’s fascination with endless possibility. Robbie, fresh from her own blockbuster successes, steps into that legacy without irony. The result is a conversation across eras: one woman’s cinematic poise meeting another’s pop irreverence, all anchored by a handbag that feels designed for both the red carpet and the everyday commute. In an industry that often prizes novelty for its own sake, Chanel has instead offered continuity—a silhouette that honors the past while slipping effortlessly into the present.
Today, the CHANEL 25 Mini is already appearing on the arms of women who move between boardrooms, gallery openings, and late-night dinners. Its quilted texture catches the light just so; its chain strap settles with the reassuring weight of heritage. Robbie’s portrayal reminds us that fashion’s greatest pleasures often lie in repetition with variation—same bag, different mood, endless reinvention.
As the campaign circulates, it reaffirms Chanel’s enduring gift: the ability to make icons feel like old friends. Robbie and Minogue do not simply wear the 25; they inhabit it, turning a single silhouette into a story that lingers long after the final frame. In their hands, the bag becomes more than an accessory. It becomes a shared memory, carried forward into whatever comes next.
Images Courtesy of Chanel
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