CHANEL is leaning into early-2000s pop nostalgia for its latest campaign, reinterpreting a Kylie Minogue’s iconic music video for “Come Into My World.”
Directed by Michel Gondry, the new campaign film for the CHANEL 25 handbag stars Margot Robbie alongside a cameo from Kylie Minogue. The visual draws direct inspiration from Minogue’s 2002 hit revisiting its now-iconic concept 25 years later.
Robbie moves through a Parisian neighbourhood in the film, repeatedly encountering different versions of herself, each styled with a distinct take on the CHANEL 25 handbag. The looping, multiplicative narrative echoes the original video’s surreal repetition, updated with fashion-forward sensibility. Minogue’s cameo adds a nod to source, grounding the campaign in pop history.
Complimenting photographs shot by Craig McDean show Robbie shifting between refined and casual styling, reinforcing the campaign’s central idea of a women’s multiple identities moving through a single day.
The campaign places particular emphasis on the CHANEL 25 Mini, sure to be the It Bag of the summer season.
Watch the film below.