A multiplied Margot Robbie walks through a scene that alludes to the streets of Paris and wearing different bags is the image that Chanel has chosen to publicize its range of Chanel 25 bags. Like the designs, which synthesize timeless haute couture codes while combining them with modernity, the advertisement uses nostalgia to connect with the audience.

And the campaign reinterprets the video clip of the song “Come Into My World” by Kylie Minogue, released, in parallel with the name of the collection, 25 years ago. In addition to having the singer herself in the piece, the brand has also collaborated with director Michel Gondry, who made the video clip more than two decades ago.

In this sense, Chanel offers a contemporary reinterpretation of both the theme and the video. The spot shows the actress walking, in various versions of herself, an idyllic Parisian street that has been recreated in a studio in Los Angeles. Margot Robbie interacts with different elements and people, always wearing the same outfit and the brand’s bags in different colors and sizes. With this, Chanel integrates its designs into modern life and daily routine.

Here you can see the original video clip of the song “Come into my world”; by Kylie Minogue:

Chanel claims that the Chanel 25 bag embodies “practical and natural elegance“, reinterpreting the classic codes of the brand but adapting it to today’s life. In this sense, the proposed campaign uses nostalgia and the cultural icons that are Kylie Minogue and her song to present the bags, all reviewed through the prism of the figure of Margot Robbie, one of the most popular Hollywood stars of the moment and ambassador of the luxury brand since 2019.

The campaign follows one launched late last year to promote Métiers d’art 2026, the annual collection celebrating the brand’s savoir-faire and exceptional craftsmanship. That piece was also directed by Michel Gondry, and presented a story of love and modernity performed by rapper A$AP Rocky and actress Margaret Qualley.

Together they propose a kind of new advertising stage for the brand, one in which it is betting on a language that expresses the aesthetic and unmistakable codes of Chanel, while renewing them and adapting them to the current context. It also reflects a positioning of the brand around craftsmanship and optimism at a time when artificial intelligence invades brand communication.