Two of the world’s most influential pop icons—JENNIE of BLACKPINK and Dua Lipa—are front and centre in CHANEL’s new 25 handbag campaign, a vibrant celebration of movement, modern femininity, and personal style.
Building on their long-standing relationships with the House, both artists lend their distinct energy and global influence to the campaign, bringing the CHANEL 25 to life on the bustling streets of New York City. The result? A fashion moment that feels as much like a music video as it does a statement of timeless elegance.
A Bag That Moves With You
At the heart of the campaign is the CHANEL 25 handbag, the latest creation from the legendary fashion house. Designed to meet the demands of modern life while staying true to the House’s DNA, the bag features signature CHANEL elements—quilted textures, a chain interlaced with leather, and cleverly placed pockets—with a fresh, functional twist.
Available in three sizes and a range of colours including classic black leather, bold brights, and denim, the CHANEL 25 is lightweight, effortlessly stylish, and made to move. Whether worn crossbody in the city or carried on a travel day, it’s a new essential for women on the go.
JENNIE: “It Adapts to My Life”
A CHANEL ambassador since 2017, JENNIE continues her elegant dialogue with the brand. In the campaign film directed by Gordon von Steiner, the K-pop star glides through Manhattan, exuding cool confidence to the beat of She Drives Me Crazy by Fine Young Cannibals.
“The CHANEL 25 handbag symbolises freedom of movement,” JENNIE shares. “It adapts to my various situations and lifestyles, offering flexibility and comfort while allowing me to express my unique style in a different way.”
For JENNIE, the bag is more than a statement piece—it’s a reflection of her dynamic lifestyle. “It’s so practical and essential for travelling abroad and for work,” she says. “CHANEL gives me positive inspiration and energy as someone who loves fashion.”
Dua Lipa: “Powerful, Playful, and Joyous”
Also lensed by David Sims and filmed by von Steiner, Dua Lipa’s segment of the campaign radiates spontaneity and ‘90s nostalgia. Shot between studio scenes and the fast-paced energy of NYC, Dua sings along to the campaign’s anthem track while flaunting the versatility of the CHANEL 25.
“I love that song. It’s such an anthem from the ‘90s, and I’ve always loved that era,” she says. “This campaign is about freedom of movement, self-expression, and embracing that on-the-go energy. It’s powerful, yet playful, and above all, joyous.”
The Grammy-winning singer adds, “I’m obsessed with this bag. It’s perfect for someone like me who’s always on the move. There’s a place for my books, my sunglasses, maybe a notebook or two—and even my crystals.”
An Ode to Self-Expression
Together, JENNIE and Dua Lipa embody the CHANEL 25’s spirit: effortless confidence, global appeal, and a fearless approach to self-expression. Through minimalist photography, music-video-inspired visuals, and a shared love for style that moves, the campaign delivers a fresh take on what it means to be both fashionable and free.
The CHANEL 25 handbag is now available in boutiques worldwide. For more, visit chanel.com and follow @chanelofficial on Instagram. —Vita Daily
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