CHANEL continues its exploration of contemporary identity through its 25 handbag campaign, following its launch with Dua Lipa by now turning to Blackpink‘s Jennie. The artist steps into the spotlight as the new face of the bag, offering her take on style, rhythm, and spontaneity through visuals that play with sound and movement.
Shot by director Gordon von Steiner, the campaign builds on the pulse of a music video. Jennie sings along to the iconic track “She Drives Me Crazy” by Fine Young Cannibals, a 90s anthem that resonates with the campaign’s energy. Steiner places her in motion, using the song as a rhythm for freedom, play, and personal rhythm. “With this iconic 90s pop song, it feels like a short music video capturing the streets of New York. I hope everyone who sees the campaign feels a sense of freedom and positive energy,” Jennie explains.
For Jennie, the campaign’s themes mirror her approach to fashion and performance. “This campaign is about the freedom of movement, self-expression and embracing that on-the-go energy,” she says. “It’s powerful, yet playful, and above all, joyous. It’s a similar spirit that I share as an artist, so it immediately resonated with me on many levels.” Her presence offers a confident, effortless rhythm that matches the bag’s design intent: fluidity and flexibility without losing form.
The CHANEL 25 handbag arrives in three sizes and features the brand’s signature quilting, interlaced chain, and a structure built around functionality. Its design includes multiple pockets, meant to adapt to different lives in motion. For Jennie, that adaptability makes it more than a statement piece. “It adapts to my various situations and lifestyles, offering flexibility and comfort while allowing me to express my unique style in a different way. CHANEL gives me positive inspiration and energy as someone who loves fashion.”
“The CHANEL 25 handbag symbolizes freedom of movement.”
David Sims also photographed Jennie for a series of campaign stills that accompany the film. The visuals strip down the glamour to something more grounded, showing a CHANEL that embraces pace, instinct, and individuality. Whether she’s on the street or in a studio setting, Jennie brings a focused intensity to the frame, suggesting that style happens in motion, not in pause.
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