Is This Chanel’s Most Playful Campaign Yet?

The Chanel 25 bag has been pretty much everywhere since it debuted last year, and well, why not? It’s a whole package — roomy enough for most things, a workhorse that moves with you, and still pure Chanel with its quilted finish, leather‑interlaced chain strap, double‑C sliding clasp, and a certain aura of model‑off‑duty cool.

Its name nods to the year the Chanel 25 launched — a romantic touch that continues the maison’s tradition of iconic numbers, like the 2.55, while also tipping a hat to Coco Chanel’s lucky number, five.

If you’ve been saving up for one, the brand’s newest campaign, fronted by house ambassador Margot Robbie, ought to reinforce the message:

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Yes, any millennial worth their salt will find the new Chanel 25 campaign irresistible — after all, it’s a riff on the famous music video of Australian icon Kylie Minogue’s Y2K earworm Come Into My World.

Much like the 2001 music video, the Chanel campaign, lensed by the same director Michel Gondry, is playful and a little surreal — Robbie bumps into different versions of herself on the street, each one carrying a different version of the 25 bag, while Minogue herself makes a cheeky cameo.

Now we understand the reason for Minogue’s appearance at Matthieu Blazy’s latest show - he’s apparently a big fan of the songstress (well, we are too, obviously).

We love that Blazy is unabashed about his love for Millennial hits - after all he had Lady Gaga’s Just Dance on the soundtrack of the Chanel Fall Winter 2026 show.

What a brilliant way to market the Chanel 25 bag by pairing it with the legend who gave us Come Into My World ahem, 25 years ago. Yes, Chanel misses nothing. Not to mention the spotlight is also now on a new incoming icon by way of the Chanel 25 Mini, another star of this campaign.

This baby version of the Chanel 25 comes in everything from classic black and white to soft pastels and rich jewel tones, and in materials that range from supple calfskin and crinkled leather to canvas and denim.

It also sports the same details that made the original a hit — Chanel’s idiosyncratic quilted leather, a leather‑interlaced chain, the double‑C sliding clasp, and two roomy flap pockets, only rendered in a to-go size that’s perfect for those days where you just need the essentials.

Come into my world indeed — we’re sold, Blazy.